‘Discover Thainess’ campaign has little effect
THE “DISCOVER Thainess Campaign” has barely registered in the minds of tourists from some major Asean markets, but the nearly 20-year-old “Amazing Thailand” promotion is still fondly remembered.
Wanida Wadeecharoen, head of research at the Centre for Business Research and Service, said yesterday that a study had found that only about 1-2 per cent of SML (Singaporean, Malaysian and Laotian) tourists had a perception of “Thainess”.
“On other hand, SML tourists still understand Thailand’s image as ‘The Land of Amazing’,” she said.
The centre conducted the Thai-Nichi Institute of Technology Poll on SMLs during Songkran and Labour Day this year.
They come to Thailand as a cheap destination, not as a “quality” place.
The poll shows that 35 per cent of Singaporeans and Malaysians are not confident in Thailand as a satisfactory destination, while more than 90 per cent of Laotian tourists are confident.
The Tourism Authority of Thailand should track this poll and revamp marketing communications and highlight Thainess to these particular SML tourists, Wanida said.
TNI Poll plans to conduct a similar survey on Japanese and Korean tourists this year and follow up with European markets afterward.
The Thai tourist industry has been suffering from the political turmoil that erupted in October 2013. The shutdown of Bangkok’s government offices in January 2014 by protesters prompted some tourists to avoid the Thai capital.
“The figures indicate that international tourists are not confident in Thailand’s political situation, causing cancellations,” she said.
Last year, TAT heavily promoted “Amazing Thailand: Discover Thainess 2015” to restore international tourists’ confidence and enhance Thailand’s image as a quality destination.
