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โดย Mr. Lee, Kwang Woo, Marketing Manager, TAT Seoul office จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพเกาหลีใต้ วันที่ 23-24 พฤษภาคม 2554 ณ ห้องบอลรูม 1 โรงแรมดิ เอมเมอรัลด์ กรุงเทพมหานคร
Citation preview
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