“รู้เขาและเข้าใจตลาด...

Knowing and Understanding the Market Makes

an Opportunities for Success

Mr. Lee, Kwang Woo,

Marketing Manager of TAT Seoul Office presents:

Friday, 17 June 2011

About Korea• Population : 48,219 thousands (2010 estimate)

• Population distribution

- Metropolitan area (Seoul, Incheon and Gyeonggi province): 23,616 thousands

(49.0% of the total population)

Unit: thousand

Largest cities of Korea

SeoulIncheon

Daegu

Pusan

Gyeongggi

Gwangju

Friday, 17 June 2011

About Korea• Territory: 221,336㎢ (South Korea: 100,210㎢)

• Religion: As of 2007

• Currency : KRW (\₩: South Korean Won)

• Average Exchange Rate: 1US$=1,156.86 KRW in 2010

• GDP: US$ 986.256 bil. (2010 estimate) / Per Capita: US$20,165

Friday, 17 June 2011

Korea Outbound Tourism Market• Total outbound tourist for 5 years

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Total tourism revenue for 5 years

Unit: Mil. US$

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Average tourism revenue per capita for 5 years

Unit: US$

ARPC: Average Receipt Per Capita / AEPC: Average Expenditure Per Capita

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Tourist by sex in 2010

Note: Crew are excluded in numbers

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Tourist by age in 2010

21~30 : 17%

0~20 : 12%

31~40 : 23%

41~50 : 21%

51~60 : 17%

60~ : 10%

Note: Crew are excluded in numbers

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Main Purpose of Tour in 2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Type of Accompanier in Overseas Trip in 2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Number of Accompanier in Overseas Trip in 2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Information Gathering of Destination at the Stage of Preparing Overseas Trip in

2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Type of Overseas Trip in 2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Length of Stay in Overseas Trip in 2010

Average lengths of stay: 8.7 days

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Top 6 Countries of Korean Overseas Trip in 2010

Source: KTOFriday, 17 June 2011

Korea Outbound Tourism Market• Candidate Countries for Overseas Trip in 2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Visited Cities for Overseas Trip in 2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Buying Channel of Tourism Products in 2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Type of Accommodation in overseas trip 2010

Source: KTO

Friday, 17 June 2011

Korea Outbound Tourism Market• Korean Travelers Travel Season to Overseas Countries

Source: KTO

Jan~Feb: High Season

Mar~Jun: Low Season

Jul~Aug: High Season

Sep~Nov: Low Season

Dec~Feb: High Season

Friday, 17 June 2011

Korea Outbound Tourism Market• Satisfaction Level of Overseas Travel 2010

Source: KTO

5 point scale

3.58 3.53 3.40 3.58 3.46 3.433.65

Friday, 17 June 2011

Thailand Tourism Market of Korea• Total outbound tourist to Thailand for 5 years

Friday, 17 June 2011

Thailand Tourism Market of Korea• Korean Traveler’s spending Per Trip & Growth Rate

Friday, 17 June 2011

Thailand Tourism Market of Korea• Korean Traveler’s Thailand Travel Season

Jan~Feb: High Season

Mar~Jun: Low Season

Jul~Aug: High Season

Sep~Nov: Low Season

Dec~Feb: High Season

Friday, 17 June 2011

Thailand Tourism Market of Korea• Air Seat Supply to Thailand from Korea Per Month

Friday, 17 June 2011

Thailand Tourism Market of Korea• Air Seat Supply to Thailand from Incheon Per Month by Airlines on May, 2011

Note: 7C: Jeju Air / LJ: Jin Air / 8B: Business Air

Friday, 17 June 2011

Thailand Tourism Market of Korea• Air Seat Supply to Bangkok & Phuket from Korea Per Month by Airlines on May,

2011

Note: CJJ: Choengju / TAE: Tageu

Friday, 17 June 2011

Thailand Tourism Market of Korea• Market Segments in Thailand Products from Korea

- Family

- Honeymoon

- FIT

- Golf

- MICE

- Health & Wellbeing

- Long stay after retirement

Friday, 17 June 2011

Thailand Tourism Market of Korea• Influential factors towards travelling decision

Friday, 17 June 2011

Thailand Tourism Market of Korea• Influential factors towards travelling decision

Source: KTO

Friday, 17 June 2011

Thailand Tourism Market of Korea• SWOT

Strength Weakeness

- World level of accommodation- Easy access- Natural beauty- Thai hospitality- Various activities

- Cheap destination image- Inadequate tourism business practice

Threats Opportunities

Economic - Enlarging global free trade area - Korean currency appreciationSocial & Cultural - Emerging consuming generation - Pursuing the quality of lifeTechnological - Expansion of the broadcasting industry - Spread of Smart Devices - Booming of Social Media

Political - Tensions with North KoreaEconomic - Weakening of economic growth momentum - Growing household debtSocial and Cultural - Rising social conflictsTechnological - Distribution of not verified informationNaturalFriday, 17 June 2011

Thailand Tourism Market of Korea• Suggestions

- Major target: 30~40s

- Mini Group Focus: Increasing travelers group of 3~5 persons with Friends and Family

- FIT & Airtel Traveler Focus

- Metropolitan Focus: Seoul, Incheon, Gyeonggi

- Internet Focus: Blog, Café

- Smart Devices Focus: Smart Phone, Tablet PC, Smart TV, E-Book

- Social Media Focus: Facebook, You Tube, Twitters

Friday, 17 June 2011