Thailand eTourism Master Framework

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					                       Thailand eTourism Master Framework

1   Executive Summary
    eTourism is considered one of the most significant opportunity for Thailand’s
    economic growth and sustainable human resources development. The
    eTourism Master Plan has a mission to turn Thailand into a worldclass
    eTourism destination. The objectives are to commence with aggregating
    suppliers and content provider by the year 2002, moving to become an eMall
    by 2004, and then excel to become a regional hub or marketplace by 2006.
    The priority for action was identified in the National Tourism Master
    Framework1 under the strategy to develop online information and commerce
    projects. From that initiative, guidelines and budget were set to develop
    various projects. This plan details technology related projects under the
    eCommerce capacity section in the Tourism Authority of Thailand’s (TAT)
    eCommece Master Plan.
    The projects for realizing Thailand as worldclass eTourism destination can be
    summarized as follows:

    1. Consumer Portal
        Direct Marketing
        Portal Content Publisher
        Travel Planner
        CRM (Customer Relationship Management)
        Multi-Access Portal Platform

    2. Business-to-Business
        Exchange Software

    3. eOffice
        Intranet Content Publisher
        eLearning
        Data Mining
        Reports
        email & Unified Messaging
        Workflow

2   The Tourism Marketing Challenge for Thailand
    The tourism competition in Asia has never been more intense. Which country
    will be successful in attracting 21st century tourists? The challenge and threats
    to Thailand prosperity have never been greater. As new opportunities arise,
    new threats mount at an increasingly faster rate. Yet, for Thailand to remain
    as top contender in the tourism market, there is a need to embrace technology
    and explore innovative business models in order to attract more visitors.

    This report highlights the changing and challenging environment Thailand is
    facing, and the need to adopt strategic eTourism plan to take advantage of the
    advances in technology and tourist changing behaviour. eTourism plan is not
    a single attempt to solve the country’s crisis or financial shortfall, but involves
    an ongoing process that involve a holistic approach from TAT to adopt to the
    ever changing information world.

    There are hundreds-perhaps thousands of places to visit in Asia. The
    challenge is to understand how these visitors search, select and decide on a
    destination to visit. Insight into consumer behaviour reveals preferential
    usage of the Internet as a medium to source and gather information about a
    destination. Recent trends towards the usage of the Internet and mobile
    technology necessitate an integrated approach to identify a common
    framework and business model that ties together existing and future projects.

    There are five main issues that will shape the success of eTourism for
    Thailand. The first is the establishing of a framework that is architecture to
    support the target audience and encourage all the players to take part in one
    common goal. The second issue is that TAT must develop a dynamic working
    business model that empowers various entities to innovate and make Thailand
    stands out in the marketplace. The third issue will include the preparation of
    the TAT to interactively be prepared to face new working environment,
    demanding usage of work related technologies and integrate these
    components into daily processes. The forth issue is the integration of
    suppliers or business partners into TAT gateway to the world. Many large and
    small corporation; hotel, restaurants, agencies etc., will face the dilemma of
    deciding to buy into technologies. The TAT must lead and provide tools to
    enable operation of success stories. The fifth issue reflexes the development
    of eTourism interfaces. The new age of Internet will include PC, mobile
    devices, automobile, wearable computer etc. These Interfaces demand that
    the TAT prepare itself with multiple functions and features to transmit data and
    capture usage pattern to better understand tourists’ travel and spending

    All of these issues define the make up of eTourism. The influence of
    technology creates greater urgency for setting standards, and defining
    business model and roadmap that recognizes the strength and weaknesses of
    the TAT. The action plan set forth herein provide an excellent starting ground
    for TAT to take the lead and capture the exploding opportunities for Thailand

3   eTourism Master Framework
    The tourism industry is shifting gear from “traditional tourism” to “online
    tourism”. Determining the strategic path for practical real-world applications is
    difficult without an understanding of the changing landscape. The first step
    toward a comprehensive understanding of the eTourism environment is to
    look beneath its surface activity and apparent chaos for patterns. The next
    step is to categorize these patterns based on the appropriate analytic
    framework. In this new fast moving market, simple analytical frameworks are
    both essential and useful for mapping and explaining various project actions
    within TAT.
The eTourism Framework is the result of a concerted effort dictated by the
“Tourism Master Plan”, “The Tourism eCommerce Master Plan” study from
TDRI. Here the framework will provide a working model for the TAT to
assess the eTourism environment. A framework provides context for
understanding the complex business landscape. This understanding is a
prerequisite to taking the second key step in analysing the business model
that TAT and its stakeholders should use to go to market. A sound business
model with associated action items is critical for understanding how the
market value various service offerings and how revenues will be generated
directly and indirectly from TAT initiatives.
eTourism strategic framework consists of four basic elements:
     business landscape scanning
     strategy formulation
     strategy implementation
     evaluation and control

To facilitate TAT’s eTourism plan, the following strategy was established:

1. Target Segment
    All Tourism related suppliers online and offline
    All Tourists and conventioneers with a focus in the U.S, Japan and
2. Positioning
    “One-stop Service” of “Worldclass eTourism”
3. Products/Services
      “eInformation”
      “eMall”
      “eMarketplace”
4.   Price
      Competitive price
5.   Place
      Online & Offline
      Alliances Sales Networks
      TAT eMarketplace
6.   Promotion
      Joint affiliate program link exchange network
      Link with big portal sites
      Banner popular portal site
      Road show
7.   Organization & Personnel
      eOffice transformation
      G2B network
      ePersonnel training
8.   Technologies
      eBusiness Infrastructure
9.   Leading
      Leading and supervise by TAT but acting or operating by private sector
10. Time Frame
    3 years for eMall
    5 years for eMarketplace
11. Controlling & Monitoring
    eTourism Team


  Contact Details

      Name:         Mr. Vansadej Thavarasukha
                    Director Tourism Services Development Department
      Organization: Tourism Authority of Thailand
      Address:      Le concorde Building
                    202 Ratchadaphisek Rd., Huai Khwang
                    Bangkok, 10310 Thailand
      Phone:        66 2 694 1222 Ext. 2080
      Fax:          66 2 694 1373