RESEARCH OF THE TOURISM INDUSTRY DEVELOPMENT STRATEGY IN BANGKOK OF THAILAND HONGYI HUANG 6017165002 AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF BUSINESS ADMINISTRATION GRADUATE SCHOOL OF BUSINESS SIAM UNIVERSITY 2019 ACKNOWLEDGMENT Two years of graduate study abroad is coming to an end. Looking back at just arrived in Thailand and helpless. Now I have grown up a lot. Although there are many problems and difficulties in study and life abroad, I am very lucky to have such a precious experience. After nearly a year of writing, I finally finished my master's thesis. First of all, I would like to thank my advisor, Professor Dr. Chao Qiu. In my thesis writing process of comprehensive guidance. This paper is under the careful guidance of teacher ding gradually completed. The whole process from topic selection, opening report, outline determination and research scheme design to thesis writing, revision and the final draft is completed under the comprehensive guidance and patient modification of Professor Dr. Chao Qiu, which embodies the great efforts of Professor Dr. Chao Qiu. I sincerely thank Professor Dr. Chao Qiu! Secondly, I would like to thank the faculty of the school of international business administration at Siam University. I would like to thank my teachers for giving me professional knowledge and knowledge sharing in class. No matter in study or life, the teacher has given me a lot of help. I also received great help and support from my classmates, who became my good teachers and helpful friends during the learning process. We studied and lived together, which made my study in Bangkok full of fun. I learned a lot from them. In addition, I would like to express my gratitude to my beloved parents who have brought me up so hard over the years. My parents' consistent support enabled me to successfully complete my studies. Although my postgraduate life is coming to an end and my thesis writing has come to an end, my knowledge and ability are limited, and I may have many shortcomings in the research of this topic. I sincerely hope that all the experts and teachers can give me some criticisms and corrections, so as to facilitate my growth and progress. In this regard, I will continue to learn, positive and enterprising, struggle. Thank you very much. I CONTENTS ABSTRACT ....................................................................................................................................... I ABSTRACT(CHINESE) ............................................................................................................... III ACKNOWLEDGMENT ............................................................................................................... IV CONTENTS ...................................................................................................................................... I 1. INTRODUCTION ....................................................................................................................... 1 Background ........................................................................................................................ 1 Research Significance ........................................................................................................ 2 Purpose of the Research ..................................................................................................... 3 Research Content and Structure ......................................................................................... 3 1.4.1 Research Content ................................................................................................... 3 1.4.2 Structure Arrangement ........................................................................................... 3 2. LITERATURE REVIEW ........................................................................................................... 5 Definition Of Tourism ....................................................................................................... 5 International Research Status ............................................................................................ 8 2.2.1 Thai Research ........................................................................................................ 8 2.2.2 Chinese Research ................................................................................................... 9 2.2.3 Other Countries ...................................................................................................... 9 Sustainable Development Theory .................................................................................... 10 SWOT Analysis Model ..................................................................................................... 11 3. RESEARCH METHODS .......................................................................................................... 12 Resource of Research material ........................................................................................ 12 3.1.1 Overview Of The Current Situation Of World Tourism Development ................ 12 3.1.2 Characteristics and data analysis of tourism development in Thailand ............... 14 3.1.3 Analysis Of Main Indicators Of Bangkok's Tourism Development .................... 19 Mainly Specific Methods ................................................................................................. 27 3.2.1 Literature research combined with practical observation .................................... 28 3.2.2 Qualitative method ............................................................................................... 29 4. PROLONG ANALYSIS ON DEVELOPMENTOD THAILAND TOURISM ..................... 30 Case Description ................................................................................. 错误!未定义书签。 Analysis Of Existing Problems ........................................................................................ 31 4.2.1 Transport problems and lack of travel standards ................................................. 31 4.2.2 Travel Safety Problems And Fraudulent Behaviors ............................................ 32 4.2.3 Lack Of Sense Of Security Caused By Political Factors ..................................... 33 4.2.4 Tourist attractions lack effective management .................................................... 34 4.2.5 Lack Of Standardized Tourism Services And Legal Pricing ............................... 35 SWOT Analysis Of Bangkok's Tourism Development .................................................... 37 4.3.1 Strengths（S） .................................................................................................... 37 I 4.3.2 Weakness (W) ...................................................................................................... 42 4.3.3 Opportunity (O) ................................................................................................... 44 4.3.4 Threat (T) ............................................................................................................. 46 Suggestions For The Development Of Tourism In The Valley Of Thailand ................... 49 4.4.1 Improvement Measures To Promote Valley Traffic System ................................ 49 4.4.2 Rational Measures To Improve Security In Bangkok .......................................... 50 4.4.3 Build Trust And Promote The Development Of Tourism .................................... 51 4.4.4 establish sustainable development of tourist attractions ...................................... 52 4.4.5 Increase Urban Green Area And Improve Environmental Problems ................... 53 4.4.6 improve staff quality and meet international standards ....................................... 54 4.4.7 Promote Relevant Departments To Actively Participate In Tourism Resource Management ........................................................................................................ 55 5. RESEARCH SUMMARY AND PROSPECT ......................................................................... 57 Research Conclusions ...................................................................................................... 57 Research Limitations and Prospects ................................................................................ 58 REFERENCES .............................................................................................................................. 60 II Table Catalog Table 3-1 Data of Thailand industry development between 2003-2013 ............................................16 Table 3-2 The number of tourists in Bangkok between Years 2009-2015 ......................................24 Table 3-3 The average days of tourists who stayed in Bangkok between years 2009-2015 ...........25 Table 3-4 The average cost of tourists in Bangkok between years 2009-2015...................................25 Table 3-5 The tourism revenue in Bangkok between years 2009-2015 .............................................26 Table 3-6 The number of tourists who stayed in Bangkok between years 2009-2015 .......................27 III RESEARCH ON DEVELOPMENT STRATEGY OF THAILAND BANGKOK TOURISM 1. INTRODUCTION Background Tourism has become one of the fastest growing sectors of the global economy. Globally including Thailand, tourism generates income and employment thus it is regarded as one of the most dynamic devices in the country’s economic development. In realizing the importance of tourism industry which is experiencing prosperity, the Royal Thai Government,