Hery Sofiaji. Tingjie Zhong. Matthew Andrzejewski. David Thieme. Hanzhang Chen. Interpreter : Nitaya Moonsarn

Transcription

1 Hery Sofiaji Matthew Andrzejewski Hanzhang Chen Tingjie Zhong David Thieme Interpreter : Nitaya Moonsarn

2 What are the driving factors for tourists to come to a tourism destination How to increase brand awareness of Baan Tawai village to potential visitors and potential collaborators How is the way to increase the number of visitors to the village based on current conditions of the village

3 Objectives : Develop a clear path for Baan Tawai village to increase its brand awareness to its potential visitors through potential collaborators. Scope : Collecting information from any external parties relevant to the project objectives Making market segmentation, targeting, and positioning of the village Designing the marketing mix for the village

4 Preparation & Survey design Data collection STP Marketing Mix Activities Official letter(s) from NCU Design questionnaires Design interview leading questions Survey to tourists in Baan Tawai Village Survey to tourists in the airport Survey to tourists in the train station Interview local government Interview local tourism association Interview travel agents & car rentals Interview drivers Segmenting Targeting Positioning P formulation Develop marketing toolkit such as brochure design, booth/stand design and presentation slides Design a trip package to Baan Tawai village Finalize contact list of potential collaborators Develop tourism guidance Timing Week Week - Week Week Deliverables Questionnaires Leading questions Survey results Interview results Customer segments Target customers Positioning of the village Marketing tool kit Example of trip package Contact list Tourism guide

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6 #of Visitors in Chiang Mai % of visitors staying in Hotel Year (009) (00) (0) Thai.%.%.% Foreigners 9.9% 76.% 90.7% Length of stay (days) Transportation to Chiang Mai Total number of visitors in Chiang Mai is still Increasing where most of the foreign visitors staying in hotel while almost a half of local visitors staying not in the hotel Source:. Department of Tourism, Ministry of Tourism and Sports;.

7 Most of Thai visitors know tourism information from TV while foreigners know from internet and their friends Source :

8 Internet usage of visitors # of visit Internet usage of visitors Trip arrangement Source :

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10 This survey is conducted as one approach to find out the general sight of visitor s behavior in Chiang Mai that we can determine our next step and allocated necessary resources in the right way to attract more visitors for Baan Tawai Another next survey might be needed to confirm this survey results or if there is any more in-depth information needed # of respondents Survey date Sampling error Survey location : 80 tourists : May 9 to June, 0 :. % : Chedi Luang, Walking Street, Night Market and Craft Centers

11 Most of the visitors make travel arrangement based on online information Most of the visitors travel in a small group with to people

12 Main transportation in Chiang Mai The way they know the places Places have been visited Most of visitors choose car rental as their main transportation vehicle during in Chiang Mai. Tuk-tuk, Taxi-meter and Red-or-Yellow Taxi also takes important role in transporting the tourists in Chiang Mai

13 Visitors valuation of tourism places #of responders Transportation access to Elephant Park and Temple are considered as very good, while the existence of food & drink got the highest value for visitors

14 Visiting museum in Chiang Mai? Suggested ticket price for entering museum (in baht) Suggested the highest price for a piece of art product (in baht) Only about 9% of visitors visited museum during their visit in Chiang Mai. Most of visitors suggested that the entrance ticket price for museum should be less than 00 baht, however, the average suggested ticket price is 8 baht Most of visitors suggested that the highest price for a piece of art product is less than 000 baht, however, the suggested average price is 067 baht

15 Know Baan Tawai? The way they know Baan Tawai Only about 0% of respondents know Baan Tawai. This shows that Baan Tawai need more effort for increasing Brand Awareness to potential visitors Have been to Baan Tawai? Transportation to Baan Tawai Because only a few of respondents visiting Baan Tawai, the data about visitors in Baan Tawai need to be recheck with another survey result.

16 Product price in Baan Tawai? Would you like to join woodcarving lesson? Will you recommend Baan Tawai? On average, the visitors spent 000 baht in Baan Tawai. The visitors willingness to pay for a woodcarving lesson is 0 baht

17 Suggestion for Baan Tawai Woodcarving Village What make you recommend Baan Tawai?

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19 Places Strategy to attract visitors to come to the place Jewellery store Maintain high quality products Make agreement with travel agents and tour operators Become a member of an association Incentivize bus/van/taxi/tuk-tuk drivers Woodcarving store Maintain high quality products Offers overseas shipment Umbrella center Make agreement with travel agents and tour operators Incentivize bus/van/taxi/tuk-tuk drivers Lacquer center Make agreement with travel agents and tour operators with 0 %- 0% commission Incentivize bus/van/taxi/tuk-tuk drivers Silk Factory Make agreement with travel agents and tour operators Incentivize bus/van/taxi/tuk-tuk drivers with souvenirs Pottery Village No strategy Tiger Kingdom Make agreement with travel agents and tour operators with 0% - % commission Service every drivers with free food and drinks

20 Places Royal Park Rajaprueck Strategy to attract visitors to come to the place Make several festival in a year Advertise in TV, Radio, Newspaper, Magazines, website, Facebook and Insagram Make agreement with travel agents and tour operators with discount 0% for entrance ticket price Direct marketing to many schools Create tour package in cooperation with Night Safari, Aquarium Zoo and Hotel Most of the places make agreement with travel agents and tour operators to bring the visitors to their place. Most of the places also incentivised the bus/van/taxi/tuk-tuk drivers as appreciation for bringing visitors to the place. Royal Park Rajaprueck makes a multi-channel strategy to attract visitors to come to the place. It heavily incooperation with many schools that about 80% of their customers are school students

21 Travel agents/ tour operators Pinguin Tour Part of business models with the tourism places Travel Agent Standard Tour Get comission from tourism places based on transactions from the visitors the travel agents bring Drivers get baht per-parking to bring tourists to the tourism places She prefered the tourism places to give incentive to the drivers rather than the company as the company will automatically get advantage from the increasing number of customers Drivers used to have 0 0 baht for parking fee and about % - 0% of comissions based on visitors transactions Her van drivers prefer to get free food and drink during their waiting time in bringing the tourist to the places Some places which provide phone charger service may also attract van drivers to bring the visitors to the places The tourism places need to make contract in advance to make the tour operator to bring visitors to the places Standard Tour prefer transaction-based commission as high as 0% of total visitors transactions She also asked the tourism places to give parking fee about 00 baht for van drivers and 00 baht for bus drivers

22 Car/motorcycle rental company Pop Rent a Car Part of business models with the tourism places Drivers About 0% - 0% of total transactions come from travel agents Most of the renters drive the vehicle by themselves There is no contract with the tourism places About incentive in tourism places Bring tourists based on travel itinerary from the tour company Most of tourism places give incentive to the drivers, some places give parking fee, some places give free food and drinks There is no incentives from Baan Tawai Van driver Bring tourists based on customer requests Most of tourims places give parking fee, some give free food and drinks Bring tourists to Baan Tawai only based on customer s request Taxi driver Bring tourists based on customer requests Free food and/or drinks from the tourism places will be enough but a parking fee or comission will be highly appreciated Bus drivers

23 Government / Association TAT Office Some information collected TAT Marketing Office Industrial Office There are types of tours and travel companies : Outbound tour, Inbound tour, Domestic tour and Specific area tour There are about 000 travel agents in Chiang Mai and another 00 around Chiang Mai. About 0% of them are tour operators Along the way from the city to Bosang and SanKamphaeng, there are several different places to be visited by tourists. This kind of situation can not be found for Baan Tawai In Chiang Mai area, Baan Tawai is the largest OTOP Village There were big annual wood festival in the past that attract so many visitors to visit Baan Tawai TAT was a committee member to develop Baan Tawai, but not anymore today During October to April is the high season for tourism business every year Many statistical data including growing number of visitors in Chiang Mai, transportation to Chiang Mai, demograpy of visitors, etc. The data collected from many related institution including airport and immigration Behavioral data about tourists also collected from 0% of hotel in Chiang Mai that sent the data monthly to the Industrial Office

24 Tour Guide About incentive in tourism places Tour guide Bring tourists based on travel itinerary from the tour company Almost all of tourism places give incentive to the drivers and tour guides. Some places give parking fee, some places give free food and drinks Tour guide Bring tourists based on travel itinerary from the tour company There is no direct incentives she got from tourism places. She only need to report her arrival to the tourism places. She will get all of the comission from her company People in Baan Tawai Young entrepreneur Some information collected Public Relations About 0 years ago, there was annual wood festival in Chiang Mai. The festival, which was lasted for about to days was started from Chiang Mai train station and ended in Baan Tawai village. About 7 years ago, the wood festival was blended into Flower festival, then since that time the number of visitors were decreasing to Baan Tawai Now, the wood festival is gone and the number of visitors to Baan Tawai decreasing significantly. About 0 years ago, about 00 buses could visit Baan Tawai in a day during the peak season He doesn t know about incentive for the bus drivers and tour guides

25 Government / Association The President of Tourism Business Association of Chiang Mai (He is a former deputy Mayor of Chiang Mai) Some information collected Baan Tawai should concern about the tourist behavior that change from with buses in the past to with small vehicles today The business association in Baan Tawai should work to promote the village

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27 Company Baan Tawai is The Largest OTOP Village in Chiang Mai It consists of about 700 art shops with at least two of them ever got star from OTOP office There are many woodcarvers in the village It is located about 0 kilometers south of Chiang Mai Focus on woodcarving products Only representative restaurant in the village big gallery shows and sell premium woodcarving products woodrcarving school learning center temple Competitors Collaborators Customers Visitors which are Thai people and foreigner Exporters, mainly through Bangkok Condition of Economic Bosang - Umbrella Wualai - Silver Sankamphaeng Silk, lacquer painting, silver Tiger Kingdom Elephant Park Royal Garden Rajaprueck Safari / Night Safari Park Night Market / Walking Street Significant increase of number of visitors to Chiang Mai annually Military coup potentially reduce the number of visitors Existing collaborators San Pa Thong woodcarvers Lamphang woodcarvers Hang Dong district office North-Chiang Mai University Potential collaborators Hotels in Chiang Mai Airport Public transportation companies Media TV, radio, newspaper, etc Travel agents and tour companies Current competitors

28 Visitors Customer type Exporters and Importers Thailand Nationality Foreigner Self Travel arrangement Agent We are only going to target:

29 The largest woodcarving village in Thailand which provides not only various wood products ranging from wood-handicrafts to premium wood-carving products but also interactions with woodcarvers and experience with woodcarving lesson. Tiger Kingdom Elephant Park Total Cost Future Now BaanTawai Bosang Walking Street Experience

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31 Initial Baan Tawai woodcarving village Baan Tawai Zone -6

32 Components Initial Baan Tawai Distance from Hang Dong Road Farther Closer Member of Association About 80% of all shops About 0% of all shops Representative Restaurant No Yes, Bus parking lot No Yes Place(s) with premium Products Yes, Baan Tipmanee Yes, Mermaid shop Learning Center Yes, near the temple No Shipping company Yes Yes Local wood artisans live Yes Maybe a few Shops with star OTOP certificate Yes, shops Maybe No Baan Tawai zone -6

33 Initial Baan Tawai Baan Tawai zone -6

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35 Products Emphasize on several places : Baan Tippmanee, star OTOP shops and woodcarving school Emphasize on several artisans workshops and shows the story about the artisans in the artisan s workshop Woodcraft shops as primary complementer Restaurants as secondary complementer Waiting lounge for drivers and tour guides Place Focus on the zone where most of artisans lived Establish a spacious parking lots Price 0 Baht entrance fee entrance for a museum/gallery in Baan Tawai, discount 0% for every students showing their student ID 0 baht for a half-day woodcarving lesson Shops : various prices ranging from 0 baht for small low-end products to 0,000 baht Restaurant : 0 0 baht for food and to baht for beverages

36 Promotion Informational leaflets Stickers red or yellow taxi, shop owner s car, university cars Promotion through survey Annual festival and annual auction Join the existing festivals held by Royal Park Rajaprueck Internal tour package manage internally External tour package through travel agents Premium product displayed on the airport Invite school students for carving or decorating lesson Grand launching Promotion through media TV, radio and newspaper : news coverage for the festivals, auction and displayed premium product in the airport Internet : website, wikipedia, tripadvisor.com, facebook, lonelyplanet.com, chinese websites, etc

37 Promotion Develop a waiting lounge for drivers and tour guides Create a tour routedetermine the location for drivers and tour guides Design the simple leaflets Design the stickers Develop the funding system for join promotion percentage of transactions to fund the operational expenses of the tourism activities in the village Design the Annual festival and auction Negotiate with Royal Flower Rajaprueck to join the flower festival Ask local government to support premium products displayed on the airport two options : for sale or not for sale Make presentation to invite kindergarten and elementary school Create management system by chief of village office

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40 This is a survey of visitors preferences in Chiang Mai Area conducted by a team from Purdue University, USA in cooperation with North Chiang Mai University, Thailand. We really appreciate your time to answer questions below. About visiting Chiang Mai. What is your main reason coming to Chiang Mai? a.vacation b.business travel c.visiting relatives d.shopping e.religious purposes f.others. How many people are traveling with you in the Chiang Mai area? people. How did you make your travel plan? a.based on online information b.travel agents c.ask someone who has visited here before d.did not plan e.others. While in Chiang Mai, did you travel with child/children age or below?. What kind of transportation have you mainly used to travel in Chiang Mai? (please choose one) a.red or yellow taxi b. Taxi-meter c. Car rental d. Tours bus e.tuk tuk f. Others 6. What places did you visit during in the Chiang Mai area? a. Tiger Kingdom b. Elephant park c.temple d.night Market / walking street e. Flower garden f. Craft center(s) g.others Please mention) 7. How did you find out about those places? (you may choose more than one) a. Friends or somebody b. brochure/leaflet c.facebook d. twitter e.tripadvisor.com f. lonelyplanet.com g.wikipedia h.other internet websites i.sign/billboard j. others (Please mention) 8. Please give scores to the places you have visited. (=very poor, =poor, =average, =good, =very good) a. Tiger Kingdom (please circle that match your criteria) Transportation : Ticket price : Souvenirs : Tiger shows : Interaction with the tigers : Food & beverages : Others Did not use transportation Did not purchase ticket Did not purchase souvenirs Did not see any shows Did not interact with tigers Did not purchase any food nor beverages

41 b. Elephant Park Transportation : Ticket price : Souvenirs : Elephnat shows : Interaction with the elephants : Food & beverages : Others Transportation : Ticket price : Souvenirs : Elephnat shows : Interaction with the elephants : Food & beverages : Others Did not use transportation Did not purchase ticket Did not purchase souvenirs Did not see any shows Did not interact with elephants Did not purchase any food nor beverages c. Temple Did not use transportation Did not purchase ticket Did not purchase souvenirs Did not see any shows Did not interact with elephants Did not purchase any food nor beverages

42 d. Night Market / Walking Street Transportation : Ticket price : Souvenirs : Elephnat shows : Interaction with the elephants : Food & beverages : Others Transportation : Ticket price : Souvenirs : Elephnat shows : Interaction with the elephants : Food & beverages : Others Did not use transportation Did not purchase ticket Did not purchase souvenirs Did not see any shows Did not interact with elephants Did not purchase any food nor beverages e. Flower Garden Did not use transportation Did not purchase ticket Did not purchase souvenirs Did not see any shows Did not interact with elephants Did not purchase any food nor beverages

43 f. Craft Center (s) Transportation : Ticket price : Souvenirs : Elephnat shows : Interaction with the elephants : Food & beverages : Others Transportation : Ticket price : Souvenirs : Elephnat shows : Interaction with the elephants : Food & beverages : Others Did not use transportation Did not purchase ticket Did not purchase souvenirs Did not see any shows Did not interact with elephants Did not purchase any food nor beverages g. Other (s) Did not use transportation Did not purchase ticket Did not purchase souvenirs Did not see any shows Did not interact with elephants Did not purchase any food nor beverages 9. Did you visit any museum(s) during your stay in Chiang Mai area? 0. In your opinion, how much is the ideal ticket price to enter a museum? Baht or (in your currency, please also mention your currency). For a piece of art work product such as painting, woodcarving, stonecarving,etc., what is the highest price you willing to pay for? Baht

44 About Baan Tawai Woodcarving village. Do you know about BAAN TAWAI woodcarving village? if No, proceed to question. How did you find out about BAANTAWAI woodcarving village? a. Friends or somebody b. brochure/leaflet c. internet websites d.facebook e. twitter f. trip advisor g. lonely planet h.sign/billboard i.others. Have you been to BAANTAWAI woodcarving village? if No, proceed to question. How did you get to BAANTAWAI woodcarving village? a. Public transportation b. Taxi c. Car rental d. Tours bus e.others 6. How much money approximately did you spend during your visit in BAANTAWAI woodcarving village? Baht 7. How do you think about the price of products in Baan Tawai village? a. too cheap b.cheap c.reasonable d.expensive e.too expensive 8. If you did not buy products in BAANTAWAI woodcarving village, why? a. not interested in wood carving products b.poor quality of the products c. too expensive d. I didn t know how to buy e.already bought so many souvenirs/goods f.others (please specify) 9. If BAANTAWAI offers woodcarving and painting experience activity (around a half day) for visitors, would you like to join it? 0. How much money you willing to pay for the woodcarving experience activity? Baht. Your suggestions for BAANTAWAI woodcarving village. Will you recommend Baan Tawai to other people? Why?

45 About yourself. Your age : years old. Country of origin:. Gender : Male Female 6. Occupation : a. Government employee b. Company s employee c.company s executive d. Business owner e.entrepreneur f.students g.others 6. Please write down your address for our future survey (optional)? Thank you for your time.. have a wonderful time in Chiang Mai. Notes : This survey was also conducted in Chinese and Thai language A longer-term online survey were also developed using Qualtrics.

46 to Tourism place s owner / manager How long does the place has been operated until today? How many visitors visit the place every year? When is the high season and low season of visitors come to visit the place? What is the strategy to attract people to visit the place Is there any agreements with travel agents or tour operators? Do you need to give incentive to tour guide and/or bus/van driver? What are your suggestions for Baan Tawai to increase its number of visitors? to Travel agents How long does the travel agent has been operated until today? What is your number of customers per year approximately? When is the high season and low season of the customers arrival? What is the strategy to attract people to use your company s services? Is there any agreements with tourism places? Do we need to give incentive to tour guide and/or bus/van driver? How is the way you determine the places to be visited for tourists? What are your suggestions for Baan Tawai to increase its number of visitors?

47 to Bus/van/taxi drivers Do you get incentive from the tourism places? How is the way they incentivize you as a driver? What are your suggestions for Baan Tawai to increase its number of visitors? to Tour guides Do you get incentive from the tourism places? How is the way they incentivize you as a driver? What are your suggestions for Baan Tawai to increase its number of visitors? to Government officers or Association s President What do you know about history of Baan Tawai What makes different between Baan Tawai 0 years ago compared with today? What kind of data about tourism in Chiang Mai you have and can we get the data? What are your suggestions for Baan Tawai to increase its number of visitors? Will you support any program to attract people to visit Baan Tawai?

48 to Local young entrepreneurs How long have you been in the business? What mostly your customers are? Visitors or importers? What do you know about history of Baan Tawai What makes different between Baan Tawai 0 years ago compared with today? Are you member of association in Baan Tawai? If so, how much money you need to pay regularly and what facilities you get from the association? What are your suggestions for Baan Tawai to increase its number of visitors?... To Car rental company How long have you been in the business? How many car rental companies approximately in Chiang Mai? When is the high season and low season of the customers arrival? What is the strategy to attract people to use your company s services? Is there any agreements with tourism places? Will you support any program to attract people to visit Baan Tawai?