Detail The use of abc classification to analyze tourism receipts: a case of ASEAN tourists to Thailand   Oleh:  Katawandee, Punthumadee ; Bhamorasathit, Slisa Jenis: Article from Proceeding Dalam koleksi: American Society of Business and Behavioral Sciences (ASBBS) Proceedings: Feb 2014; Vol. 21 (1), page 1-7. Fulltext: 36 - ASBBS 2014 - p396.pdf (300.27KB) Isi artikel The World Tourism Organization (UNWTO) has forecast that in 2020 international tourists worldwide will reach 1.56 billion approximately. Of these, about 75 percent will be intraregional travelers. Similarly, the majority of international tourist arrivals to Thailand were from ASEAN countries, generating the highest proportion of tourism receipts. It is also expected that, in 2015, the ASEAN Economic Community (AEC) will extend ASEAN tourism market even further. Thus, it is important to study this market for appropriate tourism policy and promotion. This study utilized the concept of ABC Classification in grouping ASEAN tourists to Thailand according to tourism receipts generated. ABC Classification is a concept generally used in marketing and operations management in the context of inventory management. The results showed that of all nine ASEAN markets, Group A consisted of four countries; namely, Malaysia, Singapore, Laos, and Vietnam. Tourism receipts from this group account for approximately 74.19 percent of the total amount, with Malaysia being the highest. Group B comprised three countries; namely, Cambodia, Indonesia, and the Philippines, with the proportion of 22.75 percent. The other two markets are classified in Group C; namely, Myanmar and Brunei, accounting for 3.05 percent of the total receipts. Although the number of tourists form Brunei is found to be the lowest, their average expenditure per capita per day is ranked the second after that of Singapore. The comparison of these three groups shows that there is no significant difference in terms of their average expenditure by items. The top three expenditure items are shopping, accommodation, and food and beverages. About 70 percent of ASEAN tourists prefer a non-inclusive tour, with Malaysia showing the lowest percent. Although Group A tourists generate the highest income; their average length of stay was the shortest, about 5.48 days. The results of the study suggest that ASEAN tourists in each group need different marketing strategies. Also, the study of the tourist behavior in each group will be beneficial for the public and private sector in attracting more ASEAN tourists to Thailand in the future. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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