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Thailand's image in the eyes of tourists

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Govt hires outside consulting firm to find out what tourists really think. Safety is biggest worry. Beaches and great value-for-money shopping are biggest attractions.



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TOURISM

TAT survey shines a critical light on the image of Thailand

31/07/2012
Chadamas Chinmaneevong

Safety is the chief concern for foreign tourists visiting Thailand, according to a survey by the Tourism Authority of Thailand (TAT).

The Thailand Destination Image survey concluded safety problems are destroying the image of Thai tourism.

Tourists from China, Hong Kong, Malaysia, Taiwan and Italy have the least confidence in visiting Thailand because of previous bad experiences with fraud and service misunderstandings.

On top of this, many foreign tourists have the perception that whenever Thailand faces a crisis, it is bad at responding to it and managing it.

The survey was conducted by Eureka Consulting between Feb 20 and March 31 among 3,640 respondents from 14 key tourism markets, both first-time travellers to the country and repeat visitors.

The survey tried to determine Thailand's tourism image in the eyes of foreign tourists.

The safety category received four points, meaning it was the most important concern.

Nightlife tours obtained the lowest score of 2.55 points.

Tourism crisis management and the 24-hour tourism hotline service both rated 2.81 points.

Another concern is tourists do not see advertisements with positive images of Thailand when they arrive.

Some tourists also complained about being overcharged by Phuket taxi drivers.

Most tourists recognise Thailand is a great value-for-money destination, with Korean tourists mentioning there is no other place in the world that can offer such comfort for similar prices.

Asian tourists are also fond of Thailand's shopping prices for product quality.

The top five reactions to Thai tourism were welcoming, friendly, amazing, happy, and exciting.

The five lowest reaction marks from tourists were for being a slow country, for being a sexy country, for being a messy country, for being a shy country and for being a noisy country.

The most important factors for tourists coming to Thailand are beautiful beaches, rated at 3.29 points, variety of spas and wellness clinics at 3.13 points and variety of adventure activities at 3.12 points.

(Source: Bangkok Post, TOURISM, TAT survey shines a critical light on the image of Thailand, 31/07/2012, Chadamas Chinmaneevong, link


National Image Building Vocabulary

image - reputation; a good or bad opinion or picture of something that people have in their mind, what people think about something ภาพลักษณ์ (See Wikipedia)

image building - improving the image of something (changing bad image to good image)
national image building

tourism image
Thailand's tourism image in the eyes of foreign tourists

positive - good ที่ดี hopeful and confident, or giving cause for hope and confidence ซึ่งมองในแง่ดี
positive images

destroying image
safety problems are destroying the image of Thai tourism

survey - gathering information about what people think about different subjects (public opionion) by asking large numbers of people questions and counting their answers, and then using statistics, graphs, and tables to present results (See Wikipedia) การสำรวจความเห็น

respondents - the people who answer the questions in a survey (and provide their opinions as data)

critical - looking closely at something to see what is wrong with (in order to change and improve it) ที่ชอบจับผิด
shines critical light on

TAT survey shines a critical light on the image of Thailand

safety - ความปลอดภัย (See Wikipedia)
safety problems

concern - a worry ความกังวล
the chief concern - the most important concern; the main concern

Safety is the chief concern for foreign tourists visiting Thailand, according to a survey by the Tourism Authority of Thailand (TAT).

concluded - ended

The Thailand Destination Image survey concluded safety problems are destroying the image of Thai tourism.

confidence - feeling sure about something; being certain; trusting and believing in something ความมั่นใจ ความเชื่อมั่น

have confidence in

have no confidence in
have the least confidence in

an experience -
when you have some situation or problem in your life ประสบการณ์
experiences
bad experiences

fraud - the crime of tricking and lieing people in order to get money (See Wikipedia) การฉ้อโกง การหลอกลวง เล่ห์เพทุบาย  การปลอมแปลง

misunderstanding -
when a person fails to understand something (that they should understand)  ความเข้าใจผิด
service misunderstandings - when a worker does not understand what the customer while providing them with a service 

Tourists from China, Hong Kong, Malaysia, Taiwan and Italy have the least confidence in visiting Thailand because of previous bad experiences with fraud and service misunderstandings.

perception - the way that people see or feel about a situation or issue การรับรู้

crisis - an urgent, difficult or dangerous situation วิกฤต วิกฤตการณ์
face a crisis
respond to a crisis
manage a crisis

On top of this, many foreign tourists have the perception that whenever Thailand faces a crisis, it is bad at responding to it and managing it.

key - important คนสำคัญ
key tourism markets

first-time travellers
repeat visitors

The survey was conducted by Eureka Consulting between Feb 20 and March 31 among 3,640 respondents from 14 key tourism markets, both first-time travellers to the country and repeat visitors.

determine - to officially find out or decide something ตัดสินใจ ชี้ขาด

The survey tried to determine Thailand's tourism image in the eyes of foreign tourists.

category - a group of people or things that have similar qualities หมวดหมู่ ประเภท
the most important concern

The safety category received four points, meaning it was the most important concern. Nightlife tours obtained the lowest score of 2.55 points.

hotline - a telephone number that people can call for information โทรศัพท์สายตรงที่จัดไว้สำหรับเหตุเร่งด่วนหรือเฉพาะเรื่อง

complain
- to tell people that you are not happy about something (example: complain about service in a restaurant) บ่น

overcharged - have to pay too much (for a good or product)  
complain about being overcharged 

Tourism crisis management and the 24-hour tourism hotline service both rated 2.81 points. Another concern is tourists do not see advertisements with positive images of Thailand when they arrive. Some tourists also complained about being overcharged by Phuket taxi drivers.

recognise - to give praise or approval to someone or something เป็นที่ชื่นชม ยกย่อง
most tourists recognise Thailand is a great value-for-money destination

value-for-money - get a lot for the money you spend on the product or service

destination - the place where someone or something is going จุดหมายปลายทาง
great value-for-money destination

fond of -  get enjoyment and satisfaction from ที่ทรงโปรดปราน
fond of Thailand's shopping prices

reaction - the way a person behaves or respondsas a result of something that happens ปฏิกิริยาตอบโต้
marks - grades  

messy - untidy, not clean, not well-organized, with objects thrown about (example: clean up your bedroom dear, it is very messy)

Most tourists recognise Thailand is a great value-for-money destination, with Korean tourists mentioning there is no other place in the world that can offer such comfort for similar prices. Asian tourists are also fond of Thailand's shopping prices for product quality. The top five reactions to Thai tourism were welcoming, friendly, amazing, happy, and exciting. The five lowest reaction marks from tourists were for being a slow country, for being a sexy country, for being a messy country, for being a shy country and for being a noisy country.

factors - the different things that affect the outcome of a situation, event, or decision ปัจจัย

spas - a resort or beauty salon for relaxing personal care treatments
clinics - places where people go to receive medical treatment

wellness -
being healthy and free of disease or health problems
wellness clinics

variety - many different types of things or people ความหลากหลาย
variety of spas and wellness clinics

adventure - an unusual, exciting and possibly dangerous activity such as a journey or experience, or the excitement produced by such an activity การผจญภัย
adventure activities

The most important factors for tourists coming to Thailand are beautiful beaches, rated at 3.29 points, variety of spas and wellness clinics at 3.13 points and variety of adventure activities at 3.12 points.


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