Thailand has conducted a major new study of its key visitor source markets in an effort to boost the message of its upcoming “Thainess” tourism campaigns.
The Tourism Authority of Thailand (TAT)’s Thainess campaigns will highlight unique attractions of the country, such as Thai boxing, cuisine, massage, heritage and other characteristics of the country’s identity.
“The most important factor in the advertising message always has been the quality of the imagery. But with the many changes taking place these days, both the content and means of delivery of those images had to be re-examined within the context of our Thainess campaign strategies,” said the TAT’s Governor, Suraphon Svetasreni.
“We found that some of the traditional perceptions of Thailand were still strong, such as those related to fun, excitement, good service, hospitality. This works well when trying to attract the family market, for example. Other images may need to be reinforced in other ways,” he added.
The research targeted 3,000 people in Malaysia, Japan, Taiwan, Hong Kong, US, UAE, Australia, China, South Korea, India, Russia, Germany, Sweden and Italy, in an effort to identify the images and messages that will convince the potential visitors to book a holiday in Thailand.
