Tourism industry in Thailand is forecasted to reach the value of one million million baht in year 2013. It is one of the eight predicted good industries in the current year. Thailand as a
popular tourist destination is recovering from the recovery of Chinese Economy,
the rise of AEC (Asean Economic Community) and her popularity in some European
countries.
There are many value models of tourism industry in this
world as a tourist you can get a hint. For instance, some countries sell
cultural heritage, e.g. Kingdom of Bhutan and Egypt. Some countries sell natural resources, e.g. New
Zealand. Some countries sell services, e.g. Monaco. Some countries sell
experience, e.g. USA and Singapore. Some countries sell value creation, e.g.
Japan and England. Some countries sell a bit of all.
According to FutureBrand, Country Brand Index 2012-2013, all
the countries around the world have been evaluated as recognised country brand in
five main categories: Value System, Quality of Life, Good for Business,
Heritage and Culture and Tourism. Not surprisingly, we can assume that the countries
are good for business (including the areas of Advanced Technology, Investment
Climate, Regulatory Environment and Skilled Workforce) is not Thailand. However,
Thailand is ranked as the 11th Tomorrow’s Leading Country brands in
the 15 future countries. It is shown
that ‘Thailand has a potential to be Southeast Asia’s next major manufacturing
hub’. According to the five main
categories. Thailand is ranked number 1 as ‘value for money’ in the dimension
of a country brand in tourism. This raises the question what Thailand sells
tourism in the country. The reflection of the research of the Country Brand
Index suggests Thailand has been perceived by many tourists as a service
country. We provide better services with Thai Sensibility! Without any bias,
how to turn Thai sensibility to be value creation? It is very sad when looking at the ranking in
Heritage and Culture, including Art and Culture, Authenticity, History and
Natural Beauty, Thailand is not in the Top fifteenth rank.
According the reflection of this
research, Thailand needs to go through the reformation process, what is the
core value in the country? It is a strategic design process to set the
direction of the tourism in the country. What would be the next number one of
Thailand as the country brand?