The Impact of 9-11 on Thailand's Tourism Industry By Focusing on the First-Class Hotel Market In Bangkok

Diploma Thesis , 2002 , 117 Pages , Grade: 1.8

Business economics - General

The tourism and hospitality industry is a major economic driving factor not only for Thailand, but also for many other Asian nations. Therefore, the beginning of this report deals with the regional development after the terrorist attacks. This way the reader will get an understanding of the current situation in Asia and the general impact of 9-11. After a general overview of Thailand, the first class hotel market of Bangkok will be analyzed by its occupancy, ADR and RevPar development. These performance related information create the backbone of this report and support further assumptions and findings. For validity reasons, the results are then compared to two independent surveys. The fourth section is made up of the changes in travel patterns, tourism demand and strategies, followed by a comparison of the two best performing individual hotels and their advantages over competitors. A short outlook for the first-class hotel market and the survey’s limitations and a conclusion complete this report. The key aspects of this paper are backed up by extensive research on the topic by the author and a number of interviews with various hotel professionals from first-class Bangkok hotels and professors of local universities. All performance related information is obtained from the “Bangkok Hotel Performance Variance” Report, a document that looks at the monthly performance of the upper 39 hotels in Bangkok. Each participating hotel provides the relevant information for the internally used report.

Inhaltsverzeichnis

• List of Abbreviations
• List of Tables
• Table of Content
• 1. Introduction
• 2. The International Tourism Industry and Thailand under the Impact of 9-11
  • 2.1 The International Tourism Industry and Armed Conflicts
  • 2.2. The Impact of 9-11 on the International Tourism Industry
    • 2.2.1 The International Tourism Industry Six Months after 9-11
    • 2.2.2 The Impact of 9-11 on the Asian Tourism Industry
    • 2.2.3 The Impact of 9-11 on the Hospitality Markets in Asia
  • 2.3. Thailand
    • 2.3.1 Thailand and its Economic Performance
    • 2.3.2 Thailand's Tourism Sector
• 3. Bangkok and its First-Class Hotel Market
  • 3.1 The Bangkok Hotel Market in the Years after the Economic Crisis
    • 3.1.1 The High-End Hotel Market in Bangkok
  • 3.2. High-End Hotels in Bangkok Performing under the Influence of 9-11
    • 3.2.1 Occupancy Development for the First-Class Hotel Market
    • 3.2.2 ADR Development for the First-Class Hotel Market
    • 3.2.3 RevPar Development for the First-Class Hotel Market
  • 3.3 The Major Findings
  • 3.4 The Author's Findings Compared to Other Surveys
    • 3.4.1 The Horwath Asia Pacific Summary Market Report Bangkok
    • 3.4.2 The Andersen Hotel Industry Benchmark Survey – 2002, Asia Pacific
  • 3.5 A Brief Comparison with Hong Kong
• 4. The Resulting Change in Travel Demand and Patterns
  • 4.1 Safety and Security - Newly Perceived Influences of the Tourism Industry
    • 4.1.1 The Aviation Industry
    • 4.1.2 The Hospitality Industry
  • 4.2 The Thai Government and the Tourism Authority of Thailand (TAT)
    • 4.2.1 The Thai Government
    • 4.2.2 The Tourism Authority of Thailand
  • 4.3 Growing Cost Awareness in Corporate Headquarters
    • 4.3.1 Effects of the Growing Cost Awareness
  • 4.4 Changes in Travel Patterns
    • 4.4.1 Short-Haul and Domestic Travel Influence Business and Nationality Mix
    • 4.4.2 Changed Travel Patterns and the Effects on the First Class Hotels
  • 4.5 Lead-Time of Booking - A Technical Approach
  • 4.6 Strategic Adjustments and Reactions by Individual First-Class Hotels
    • 4.6.1 Leisure vs. Corporate Travel
    • 4.6.2 Discounts, Promotions and Relationships
    • 4.6.3 Loyalty Programs
    • 4.6.4 Cost Saving Strategies in the Hospitality Industry
  • 4.7 An Integrated Approach
• 5. The Two Top Performing Hotels of the First-Class Hotel Market in Bangkok
• 6. Outlook for Thailand and the First-Class Hotel Market in Bangkok
  • 6.1 Safety and Security Influence Future Growth
  • 6.2 Economic Uncertainty and Confidence
  • 6.3 The Competitive Situation
  • 6.4 The Comparative Advantage
  • 6.5 Change Brings Opportunity
• 7. Limitations
  • 7.1 Time Constraints
    • 7.1.1 First Quarter of 2002
  • 7.2 Different Measures of Occupancy
  • 7.3 An Overemphasis of the September Attacks
• 8. Conclusion
• Appendix
• References
• Solemn Declaration

Zielsetzung und Themenschwerpunkte

This thesis examines the impact of the 9-11 attacks on Thailand's tourism industry, specifically focusing on the first-class hotel market in Bangkok. The study aims to analyze the changes in travel demand and patterns, the performance of the first-class hotel market, and the strategic adjustments made by hotels in response to the events.

• The impact of 9-11 on the international tourism industry
• The performance of Thailand's tourism sector after 9-11
• The changes in travel demand and patterns in Bangkok's first-class hotel market
• The strategic adjustments made by first-class hotels in Bangkok
• The outlook for Thailand's tourism industry and the first-class hotel market in Bangkok

Zusammenfassung der Kapitel

The first chapter introduces the topic of the thesis, outlining the impact of 9-11 on Thailand's tourism industry and the focus on the first-class hotel market in Bangkok. Chapter two provides an overview of the international tourism industry and its response to the 9-11 attacks, including the impact on the Asian tourism industry and the hospitality markets in Asia. It also examines Thailand's economic performance and the significance of its tourism sector. Chapter three delves into the Bangkok hotel market, analyzing the performance of high-end hotels in the years following the economic crisis and the impact of 9-11 on the first-class hotel market. The chapter examines occupancy, ADR, and RevPar development, comparing the author's findings to other surveys. Chapter four explores the resulting change in travel demand and patterns, examining the influence of safety and security concerns, the role of the Thai government and the Tourism Authority of Thailand, and the growing cost awareness in corporate headquarters. It also analyzes changes in travel patterns, including the shift towards short-haul and domestic travel, and the strategic adjustments made by individual first-class hotels. Chapter five focuses on the two top-performing hotels in Bangkok's first-class hotel market, highlighting their success strategies. Chapter six provides an outlook for Thailand's tourism industry and the first-class hotel market in Bangkok, considering factors such as safety and security, economic uncertainty, the competitive situation, and the comparative advantage. Chapter seven discusses the limitations of the study, including time constraints, different measures of occupancy, and an overemphasis on the September attacks. Finally, chapter eight concludes the thesis, summarizing the key findings and providing insights into the future of Thailand's tourism industry.

Schlüsselwörter

The keywords and focus themes of the text include the impact of 9-11 on the tourism industry, Thailand's tourism sector, the first-class hotel market in Bangkok, travel demand and patterns, safety and security, economic uncertainty, and the competitive situation. The study analyzes the performance of the first-class hotel market in Bangkok, the strategic adjustments made by hotels, and the outlook for the future of Thailand's tourism industry.

• College: University of Applied Sciences Wernigerode
• Grade: 1.8
• Author: Christian Westbeld (Author)
• Publication Year: 2002
• Pages: 117
• Catalog Number: V185792
• ISBN (eBook): 9783656982500
• ISBN (Book): 9783867466752
• Language: English
• Tags: impact, thailand, tourism, industry, focusing, first, hotel, market, bangkok