Tourism Industry In Thailand Research Articles

The effect of employer attractiveness and CSR on recruiting potential gen Y workers: Investigation of the tourism industry in Thailand

The study aims to examine the dimension of employer attractiveness and CSR among potential Gen Y employees, explore how employer attractiveness and CSR influence their intention to pursuit job, and develop a structural model of intention to pursuit job among potential Gen Y job seekers in tourism sector. A total of two hundred Gen Y respondents participated in the study through convenience sampling method. Data was analyzed with multiple stages including EFA, CFA and SEM. Three underlying factors emerged for CSR support include society concern, employee concern, and customer and government concern. Additionally, the findings confirmed the theoretical concept of employer attractiveness consisting of five dimensions, development, social, interest, economic and application value. SEM analysis indicated a good fit with empirical data (CMIN/DF = 1.78, RMSEA = 0.06, CFI = 0.92, TLI = 0.91). The results revealed employer attractiveness and CSR support had positive influence on reputation and effect on Gen Y’s intention to apply for job in the tourism industry. Employer attractiveness and CSR support can act as strategic tools. HR executives should develop a recruitment plan to draw Gen Y to the business, as well as enhance their industry-wide reputation. Fun-Fair-Flexible work environment should be implemented and communicated to target applicants. Digital strategy should be applied via online advertising and social media to communicate to both internal and external stakeholders.

The Application Value of Tourism-Related Short Videos in Thailand's Tourism Industry

In the digital era, short videos have emerged as a novel medium that plays a pivotal role in shaping and disseminating the image of tourist destinations. This study focuses on Thailand, investigating how short videos mold and promote its tourism image, and analyzing the strategies employed in their creation and dissemination. Through a comprehensive literature review and empirical research, this study elucidates the diversity of tourism images presented in Thai tourism-related short videos, examines their media expressions, and delves into the discourse strategies used in their creation and dissemination. The findings indicate that short videos significantly influence the capture of Thailand's diverse attractions, enhancing its tourism appeal and fostering cultural exchanges. Nevertheless, this promotional method is not without its limitations and challenges, which this study critically analyzes to provide insights and recommendations for future tourism promotion activities. Research on the dissemination strategies of tourism-related short videos reveals that their spread transcends geographical and temporal boundaries, altering the traditional tourism experience that was once only accessible through physical presence.

Future workforce skills for hospitality and tourism business in Thailand

Currently, the hospitality and tourism industry in Thailand is at a state of great flux. This, therefore, calls for a highly competent and versatile workforce to deal with this situation. For this paper, we shall attempt at providing an overview of the current skill set from the current workforce involved in the hospitality and tourism industry in Thailand. We also attempt to identify the prevailing opinions of the managerial personnel on different work aspects, which include the perception of the skills that Thai workers possess. Moreover, the paper looks at what the managers would want and hope for in the future workforce, and the strategies applied to develop such skills in workers soon. This qualitative research approach is employed to dig deep into the minds of key decision makers in Thailand by way of in-depth, one-on-one, or small group interviews to document and consolidate the insights and viewpoints of distinguished executives and top-level decision makers belonging to prestigious hotel and tourism conglomerates in Thailand. The findings of our research unmistakably indicate that the hospitality industry in the country is doubtless in a growth and prosperous period, where it successfully meets various and constantly changing preferences among tourists coming for different purposes. With the tourism industry in Thailand mushrooming, it is vital to establish what has contributed to such success. With more and more people globe-trotting and with tourists pouring in droves into Thailand, the need for a skilled workforce within the hospitality industries is at an all-time high. It therefore becomes relevant during these times of change to identify the skillset of the personnel at work within this vibrant industry. Deep inside the minds of managerial professionals, we can gain a clear insight into how they perceive the current workforce. By conducting comprehensive interviews on an individual and small group basis, we hope to capture the capability and strengths of the Thai workforce with a great degree of subtlety. Second, we also attempt to find out what aspirations and expectations the managers have from the future workforce. The resulting skills and competencies will have to be identified as the industry continues to evolve, but by exploring strategies utilized to develop such skilled labor, we expose the preparations being made for the workforce of tomorrow. Our qualitative research methodology enables us to interact directly with key decision-makers in the industry. We have thus gathered much information and opinion by involving those senior executives and senior-level decision makers of reputed hotel and tourism conglomerates. Their valuable insights helped us to closely look into the current scenario and aspects which still needed to be improved. Our findings clearly revealed that the hospitality industry in Thailand is one of the fastest growing and most successful sectors. It has satisfactorily adapted to the increasing and changing tastes and preferences of the tourists coming from different parts of the world. On the other hand, innovation and high-quality service have allowed this industry to satisfactorily address the needs and desires of its guests. Conclusion Our study puts light on the change which the hospitality and tourism industry of Thailand is experiencing at present. The following sections provide a broad outline of the skillset of the workforce, based on in-depth interviews with managerial professionals. We have taken a closer look at what industry leaders expect and/or hope for in the future workforce, and how they are developing the skills necessary to meet those expectations. This research supports the notion that the hospitality industry is increasing its growth to meet the demands of a multifaceted global customer base.

Investigating the growth trends of LGBTQ Travelers in Thailand's Tourism Industry

This research identifies the growth trends of LGBTQ travelers in Thailand's tourism industry, trying to fill the important gap in the empirical knowledge about the impact this demographic and their preferences have. This study used an interpretive field study approach within a qualitative paradigm with interviews and participant observation in assessing motivations, behavior, and experiences of LGBTQ tourists within Thailand. This research answers some key questions about the scope of LGBTQ travel, growth patterns, how organizations are responding for inclusivity, and strategies to attract this market segment. Useful insights for stakeholders in the tourism sector will be sought from this study by analyzing the travel behavior and preferences, as well as emerging trends in tourism. These findings will contribute to the academic discourse on tourism inclusion but will also have real-life implications for the development of marketing strategies, improvement in destination management, and the development of a more tolerant society. This research, once and for all, is supposed to bring into focus a substantial opportunity lying in LGBTQ tourism in Thailand and is going to accentuate the pressing need for providing tailored inclusive travel experiences that would impress diverse desires and aspirations among LGBTQ people. Given that this exploration is necessary, it will foreground the economic, social, and cultural dimensions of LGBTQ tourism within the entire Thai tourism milieu. Conversely, by investigating the motivation for travel among the LGBTQ market segment, this research study will also highlight the unique experiences and viewpoints of LGBTQ tourists while adding to the increasingly complex understanding of this growing market segment. This study will also examine the barriers and challenges that LGBTQ visitors face while traveling in Thailand, and it will also investigate what can be done to make them feel welcome. Practical recommendations for effective targeting and catering to the vibrant market segment will be made by analyzing recent tourism trends and preferences of the LGBTQ traveler. Therefore, tourism by LGBTQ people can have economic impacts, cultural exchange, and tolerance of society. Additionally, extra insight into special needs and desires of tourists will be needed to complement fulfilling and inclusive experiences with which Thailand is establishing its reputation as an LGBTQ-friendly destination. This study will delve deep into the nuances and complexity of LGBTQ tourism in Thailand through an in-depth interview and participant observation study. A study of this nature would add to the growing body of knowledge in terms of the impact and preferences of this demographic and facilitate a more responsive and responsible tourism industry that would have great benefits for LGBTQ tourists and society in general.

Exploring the Potential Synergy Between Disruptive Technology and Historical/Cultural Heritage in Thailand's Tourism Industry for Achieving Sustainable Development in the Future

ABSTRACTWhile disruptive technologies such as augmented reality (AR), virtual reality (VR), and mobile apps hold promise for enriching visitor experiences in heritage tourism, their integration necessitates a nuanced approach to ensure the sustainable development of the sector. This study addresses a critical gap in existing research by exploring this specific synergy within Thailand's unique tourism landscape. Through a comprehensive literature review, the study synthesizes existing knowledge on technology integration in heritage tourism, identifying both potential benefits (AR enhancing historical sites) and risks (overreliance on VR and social media's negative impacts). To bridge this gap and navigate these complexities, the research proposes a set of recommendations for a collaborative and sustainable approach. These recommendations prioritize community engagement, environmental consciousness, ongoing research, and collaborative governance. Additionally, they emphasize preserving the authenticity of heritage sites, ensuring technology serves as a tool for cultural preservation, not exploitation. By adopting these recommendations, stakeholders can leverage technology to create a thriving and sustainable heritage tourism sector in Thailand. This ensures both the safeguarding of the nation's rich cultural heritage for future generations and the creation of innovative and enriching experiences for visitors.

Study of Economic Growth and Tourism Industry in Thailand

The purpose of this paper is to investigate the relationship between Thailand's tourism industry and its economic growth, while also examining the impact of government education spending, unemployment rates, tourism statistics, free visa policies, trade flow, and GDP. Data spanning 25 years (1995-2019) was collected. Results indicate that visa exemption policies play a crucial role in Thailand's economic growth, particularly in the tourism sector. A positive correlation between trade balance and GDP underscores the importance of maintaining favorable trade conditions for economic expansion. In conclusion, this research emphasizes the necessity of a holistic approach to foster both an effective education system and sustained economic growth in Thailand.

MEDICAL TOURISM IN THAILAND: QUALIFIED HEALTHCARE OR JUST AN OTHER BUSINESS STRATEGY AND MARKETING

This research paper examines the growing popularity of the medical tourism industry in Thailand, analyzing whether it is an affordable, world-class healthcare system or just another business strategy to attract tourists. This study, by focusing on various areas of Thai healthcare, including their cost structure, quality, overall professionalism, infrastructure, sheds light on the findings collected from primary and secondary sources about healthcare services in Thailand. This study has used a mixed method of data analysis with a combination of qualitative information obtained from healthcare professionals with quantitative data collected through surveying domestic and foreign tourists who have already used the healthcare services in Thailand. The results show that medical tourism in Thailand is not just affordable, but also meets international accreditation standards and has been able to establish a reputation in specific medical areas with complexities for example Sex Reassignment Surgery (SRS). The research also reveals the challenges faced by medical tourists due to language barriers, causing major concerns and serious misconceptions. While Thailand has established itself as a prominent medical tourism destination for individuals seeking medical treatment from nearby countries as well as patients from other distant continents. The research recognizes the need for collaboration between healthcare providers, policymakers, and the tourism sector to improve the overall medical tourism experience, finding better marketing strategies and working on existing issues, which can improve the sector and create a better experience.

BUSINESS PARTNERSHIPS, PERSONNEL COMPETENCY, AND MARKETING STRATEGIES INFLUENCING THE SUCCESS OF TOURISM BUSINESS OPERATIONS IN THAILAND

In this study, an attempt has been made to examine factors affecting the success of various types of tourism business in Thailand. A total of 100 copies of the questionnaires were given to operators and managers engaged in tourist businesses in Thailand. These respondents were chosen by Proportionate Random Sampling-a method that ensures an unbiased cross-section from every section of society. The statistical methods used in data analysis include percentage calculation ; determining a mean value for all readings ; assessing standard deviation; analysing frequencies and multiple regression analysis. Entrepreneurs in Thailand's tourism industry have indicated that for the success of their operations marketing strategy, personnel competency, and business partnerships are the most important factors. When the study carried out the hypothesis tests it showed that price, place, and product (the 4Ps of marketing mix) location, and physical surroundings on one hand skills of human resource management to bring employees together while business partnership are positively correlated with success in operating a tourism business statistically.

Quantitative Research of Medical Tourism Market in Thailand

Introduction. Recently, the medical tourism industry in Thailand has undergone significant qualitative transformations, with the healthcare sector as the main driver of the development and growth of the country's economy. On a global scale, medical tourism in Thailand demonstrates a significant increase in market value that exceeds the global average, ranking in the top five of the most attractive medical tourism destinations.
 A combination of medical services provided by highly qualified specialists, low-cost treatment, as well as ambitious government initiatives allowed Thailand to become one of the industry leaders and a significant hub for healthcare and tourism development. In general, there is a significant potential for market expansion. In particular, Russian tourists are largely represented in Thailand’s tourism market.
 Purpose. The purpose of the study was to identify the key drivers of medical tourism in Thailand that may help to adjust Russian national strategy to the development of medical tourism and the export of medical services within the framework of the Federal Project ”Export of Medical Services” as part of the National Project “Healthcare” upon the Decree of the President of the Russian Federation No. 204 dated May 7th, 2018.
 Results and conclusion. Despite the fact that modern international medical tourism is relatively new, the entry into the market of both a separate medical organization and a governmental one is associated with a high threshold of entry requiring significant legal, infrastructural, scientific, and educational transformations, as well as ensuring the safety of medical tourism services at different levels, from national to municipal and hospital. Thus, the global scientific society is interested in the experiences of the countries that have achieved significant results in the international medical tourism market. Thailand is a striking example of a leading destination for medical tourists from Southeast Asia. The ecosystem of medical and wellness tourism created and supported by the government includes doctors, patients, medical organizations, international certification companies, assistance agencies, and medical tourism agencies. The creation of appropriate conditions for the essential development of all market participants allowed Thailand to begin its journey as a global medical destination in the Eastern Hemisphere.

Exploring Factors Influencing the Competitiveness of Thailand's Tourism Industry

Under the trend of global tourism industry development and the deepening of Thailand's tourism industry development. The competitiveness of its tourism industry is under threat, while many problems are gradually being exposed. Therefore, analyzing the advantages and problems of Thailand's tourism development can help improve its competitiveness. This article adopts the method of literature analysis, starting from the development advantages of Thailand's tourism industry, focusing on its own advantages and government measures, to analyze the reasons for the rapid development of Thailand's tourism industry. At the same time, the shortcomings and hidden dangers that exist during this rapid development were analyzed, and policy recommendations for sustainable development were proposed, elaborating on three aspects: protecting ecology, improving public security, and developing characteristic tourism. Assist Thailand in achieving sustained and healthy development models while maintaining rapid development. Analyzing the advantages and disadvantages of Thailand's tourism industry has far-reaching implications for the sustained good benefits of Thailand's tourism industry and the development of the world's tourism industry.

Investigating the relationship between environmental quality and tourism industry in Thailand

Investigating the relationship between environmental quality and tourism industry in Thailand

Demographic factors affecting Chinese tourists traveling to Thailand in the post-Covid-19 era

Chinese tourists contribute significantly to the development of the tourism industry in Thailand. However, only some studies have systematically discussed the role of demographic factors in developing Thai international tourism. The study aims to research the behavior of Chinese citizens traveling to Thailand in the post-Covid-19 era based on combining the behavioral dynamics, the push-pull theories and demographics. 432 Chinese travelers who have visited Thailand participated in the survey. The scale included four parts: international tourism development in Thailand (A1-A8); pushers (B1-B9); pullers (C1-C8); demographic variables: gender, age, occupation, income, education level, marital status, and location. The study used exploratory factor analysis, confirmatory factor analysis, correlation, and variance analyses with SPSS 26.0. Therefore, exploratory factor analysis identified for this study three factors: F1 (5 items), F2 (3 items), and F3 (4 items). The correlation between F1 and F2 is 0.8, between F1 and F2 is 0.87, between F2 and F3 is 0.79. The findings of the analysis of demographic variables indicate that: gender does not affect tourists’ perceptions and changes; age has a significant impact on the three constructs; monthly income should be considered in the development of inbound tourism strategies; undergraduate and postgraduate visitors showed higher scores for research constructs; there is no need to consider the marital status of tourists. The study suggests that the Thai tourism department pay attention to the push and pull factors that motivate Chinese citizens to choose Thailand to expand international tourism. AcknowledgmentThe authors would like to acknowledge supervisors, family members, and colleagues for their support and guidance.

Poverty, Psychological Distress, and Suicidality Among Gay Men and Transgender Women Sex Workers During the Covid-19 Pandemic in Phuket, Thailand.

Thai gay men and transgender women (GM&TGW) sex workers are more likely to suffer from economic harm since the sex tourism industry in Thailand has been hit hard by the Covid-19 pandemic. They also are more likely to experience poverty and mental health issues subsequent to the pandemic as minority groups in conservative Thai society. While their highly problematic social and economic situation would predict a wide range of psychological issues, little is known about their mental health. Hence, this study examined the prevalence and symptom severity of psychological distress among the group as well as the associations between suicidal ideation, poverty, and psychological distress. Two hundred seventy questionnaire responses were collected online via Google forms in Phuket in 2021. Data analysis was conducted using SPSS and Smart-PLS. Based on the results, most respondents had experienced mild to extremely severe symptoms of psychological distress. However, transgender women sex workers scored higher on depression and anxiety compared to gay men sex workers. This study confirmed the prominent associations between the study variables and the mediation effect of psychological distress. Poverty resulting from the pandemic imposes a substantial human cost for this vulnerable minority beyond the virus itself as it amplifies mental health problems. The findings further extend our awareness of the discriminatory treatment of Thai GM&TGW sex workers and address a gap in Thai law and policy for prohibiting discrimination against them. It is of urgent necessity for Thai public health and tourism policymakers to establish sound support interventions.

Crisis Adaptation in a Thai Community-Based Tourism Setting during the COVID-19 Pandemic: A Qualitative Phenomenological Approach

Introduction: COVID-19 has severely impacted industries and individual lives globally. Due to travel restrictions and social distancing to reduce the spread of the disease, it has seriously affected the travel and tourism industry in Thailand, especially its community-based tourism. The impact of travel bans has magnified employment and income loss to most local families and their communities, negatively impacting the development of local tourism economies. Purpose: The main objective of this study is to investigate the impacts of COVID-19 on community-based tourism as well as its adaptation solutions using a case study from a specific region in Thailand. Design/methodology/approach: Using a phenomenological approach, a series of qualitative face-to-face, semi-structured interviews were undertaken with 42 stakeholders involved in community-based tourism. Findings: The study results indicate that job relocation, temporary business closures, reducing fixed costs, and increasing different sale channels represent the most critical factors impacting CBT operational activities directly affected by the COVID-19 crisis and requiring immediate action. Other supplementary actions involve government financial support, business compensation, early vaccination, reduction of agricultural debt, and increasing agricultural product value. Social implications: These study findings offer direction for Thai governmental policy makers and CBT leaders for the establishment of actionable practices designed to respond rapidly and appropriately to local communities and entrepreneurs during crises such as the COVID-19 pandemic. Originality: The originality of this research was obtained from local stakeholders’ insights on the impacts of COVID-19 upon community-based tourism in the northeast region of Thailand, where tourism represents significant economic value in terms of salaries, wages, and employment generation.

How Thailand's tourism industry coped with COVID-19 pandemics: a lesson from the pilot Phuket Tourism Sandbox project.

The Phuket Sandbox project was initiated by collaboration between the central government and support from locals to allow travellers entering Phuket while the country remained in lockdown stage. This initiative has been successful and several lessons could be learned from this once in the history of mankind event.

Antecedents and loyalty of tourists visiting secondary cities in provinces in southern Thailand

Developing loyalty among tourists who visit secondary cities of provinces in Southern Thailand represents a way to support entrepreneurs in the areas of tourist attractions and businesses that are part of the networks of tourist service provision. However, the promotion of tourist loyalty is crucial problem in Southern Thailand. Despite the significant growth of tourism industry in Thailand, still the tourist loyalty is needed to promote to achieve higher performance in tourism industry. To address this challenge, this study examined the role of tourist attraction potential, government policies, service innovation and travel intention on tourist loyalty. To achieve this purpose, this study considered mixed method approach and data collection is performed through questionnaire survey and interviews in Southern part of Thailand. Statistical tool is used to examine the relationship between variables. Results of the study investigated that; tourist attraction potential, government policies, service innovation and travel intention have vital contribution to promote tourist loyalty in Southern part of Thailand. This study recommended that the tourism management companies should promote tourist loyalty by promoting tourist attraction potential, government policies, service innovation and travel intention.

Antecedents and loyalty of tourists visiting secondary cities in provinces in southern Thailand

Developing loyalty among tourists who visit secondary cities of provinces in Southern Thailand represents a way to support entrepreneurs in the areas of tourist attractions and businesses that are part of the networks of tourist service provision. However, the promotion of tourist loyalty is crucial problem in Southern Thailand. Despite the significant growth of tourism industry in Thailand, still the tourist loyalty is needed to promote to achieve higher performance in tourism industry. To address this challenge, this study examined the role of tourist attraction potential, government policies, service innovation and travel intention on tourist loyalty. To achieve this purpose, this study considered mixed method approach and data collection is performed through questionnaire survey and interviews in Southern part of Thailand. Statistical tool is used to examine the relationship between variables. Results of the study investigated that; tourist attraction potential, government policies, service innovation and travel intention have vital contribution to promote tourist loyalty in Southern part of Thailand. This study recommended that the tourism management companies should promote tourist loyalty by promoting tourist attraction potential, government policies, service innovation and travel intention.

Entrepreneurial Characteristics and Business Performance: A Comprehensive Model for the Hospitality and Tourism Industry in Thailand

Entrepreneurial Characteristics and Business Performance: A Comprehensive Model for the Hospitality and Tourism Industry in Thailand

Tourism in Thailand

The paper explores and compares the perceptions of workers in the tourism industry in Thailand in foreign-owned and locally-owned firms in order to provide an underrepresented perspective to be used in the debate over whether international trade and tourism primarily exploits workers or provides valuable opportunities. A matched-pairs comparative analysis was used, and it was found that employees in both locally-owned and foreign-owned firms generally expressed high levels of job satisfaction, although employees in foreign-owned firms expressed statistically significant higher levels of job satisfaction than did employees in locally owned firms. In debates over whether exploitation or opportunities are created by international trade, foreign investment, and tourism, the viewpoints and perspectives of the workers are often overlooked. The paper intends to help bring into the debate the perspectives of individuals who are most directly affected by these activities.

Tourism in Thailand

The paper explores and compares the perceptions of workers in the tourism industry in Thailand in foreign owned and locally owned firms in order to provide an underrepresented perspective to be used in the debate over whether international trade and tourism primarily exploits workers or provides valuable opportunities. A matched-pairs comparative analysis was used and it was found employees in both locally owned and foreign owned firms generally expressed high levels of job satisfaction, although employees in foreign owned firms expressed statistically significant higher levels of job satisfaction than did employees in locally owned firms. In debates over whether exploitation or opportunities are created by international trade, foreign investment and tourism, the viewpoints and perspectives of the workers are often overlooked. The paper intends to help bring into the debate the perspectives of individuals who are most directly affected by these activities.