1. Tourism Competitive Strategies
of Thailand and GMS Countries
under China Outbound Tourism
Expansion
Korawan Sangkakorn
Social Research Institute
Chiang Mai University

2. Background
 China outbound tourism is increasing.
 UNWTO: China outbound would rank 4th in the
world after Germany, Japan, and United
States.
 140 ADS agreements with destinations signed.
 The purposes of Chinese travelling abroad are
visit relatives, business, MICE, and etc.
 Thailand and other countries in GMS pay
attention with Chinese tourist market.

3. Objective
 To study the tourism competitive
strategies of Thailand and the other GMS
countries,
 To develop the tourism potential of
Thailand and the GMS,
 To recommend strategies for Thailand’s
tourism development.

4. China Outbound Evolution
 1949 – 1966: Special Politic Activity,
Diplomacy Activity
 1966 – 1978: Country Closed
 1978 – 1985: Started Chinese Tourism
Industries
 1986: Put in NESDB
 2011: WTO

5. China Outbound Tourism 1995-2010
Source: China Travel Trends, 2012.

6. Chart Title
Million
Chinese Outbound
US$
Spend
Source: www.chinatraveltrends.com

7. Millions
Chinese Tourist to GMS
Cambodia
Lao PDR
Mynmar
Vietnam
Thailand
Sources: Kingdom of Cambodia Statistical, M. of Tourism Kingdom of Cambodia, Statistical Report on Tourism in
Laos, The National Statistics Centre of the Lao PDR, Myanmar Tourism Statistics, Tourism Myanmar, Myanmar
Travel Information, Vietnam National Administration of Tourism, Tourism Authority of Thailand

8. CHINESE OUTBOUND
Half year 2012 38.6 M
Thailand
Others

9. Chinese Tourists to THAILAND
Millions
Thai

10. Route R3-
A

13. Methodology
 Data analysis
 collected 559 Chinese tourist samples
in Thailand by questionnaires
 Interviewed representatives from tourism
enterprises, tourism associations and the
government agencies which are involved
in Chinese tourism.

14. Phuket

15. Bangkok

16. Pattaya

17. Development of
The physical services
Safety Average
@ Airport 6.72
@ Accommodations 6.52
@ Attraction Sites 6.36
Total 6.66
Source: Survey, 2008-9.

18. Development of
Financial
Financial Average
Payment 5.30
Money Exchange 5.15
Credit Card Used 4.70
Total 6.45
Source: Survey, 2008-9.

19. Development of
Information
Information Average
Tourists Attractions 4.85
Food and Catering 4.84
Accommodation 4.63
Total 6.42
Source: Survey, 2008-9.

20. Chinese Tourists Behavior
in THAILAND

21. Sample Background
%
Sex Male 42.7
Female 57.3
Age 25-34 yrs 48.9
35-44 yrs 27.3
Education Bachelor 62.6
Vocational/ 34.8
Higher
Occupation Private company 20.3
employee
Sales person 14.5
Source: Survey, 2008-9.

22. Behavior %
First Time 51.0
Will Re-visit 93.8
Package 74.5
Travel With Single 26.7
Family 21.2
Friend 41.1
Group Tour 11.0
Source: Survey, 2008-9.

23. Travel objectives
Objective %
Relax 53.8
Study/ 10.7
Business 18.9
Government 3.6
Honeymoon 1.2
:

24. Tourists Attractions
Shopping
Sun Sand Sea
Thainess

25. Tourists Attractions
Thai Food
SPA

26. Tourism Style
Historical/ Culture Nature 22.6%
52.9%
Health/ Sport
18.9%

27. Tourism Style
Shopping 10.4
Night Life 6.1%

28. Others City in GMS

29. Others City in GMS

31. Tourism Industry

32. Tourism Industry

33. Supporting

34. Supporting