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 (Table of Contents)

• Introduction
• The International Tourism Industry and Thailand under the Impact of 9-11
  • The International Tourism Industry and Armed Conflicts
  • The Impact of 9-11 on the International Tourism Industry
    • The International Tourism Industry Six Months after 9-11
    • The Impact of 9-11 on the Asian Tourism Industry
    • The Impact of 9-11 on the Hospitality Markets in Asia
  • Thailand
    • Thailand and its Economic Performance
    • Thailand's Tourism Sector
• Bangkok and its First-Class Hotel Market
  • The Bangkok Hotel Market in the Years after the Economic Crisis
    • The High-End Hotel Market in Bangkok
  • High-End Hotels in Bangkok Performing under the Influence of 9-11
    • Occupancy Development for the First-Class Hotel Market
    • ADR Development for the First-Class Hotel Market
    • RevPar Development for the First-Class Hotel Market
  • The Major Findings
  • The Author's Findings Compared to Other Surveys
    • The Horwath Asia Pacific Summary Market Report Bangkok
    • The Andersen Hotel Industry Benchmark Survey – 2002, Asia Pacific
  • A Brief Comparison with Hong Kong
• The Resulting Change in Travel Demand and Patterns
  • Safety and Security - Newly Perceived Influences of the Tourism Industry
    • The Aviation Industry
    • The Hospitality Industry
  • The Thai Government and the Tourism Authority of Thailand (TAT)
    • The Thai Government
    • The Tourism Authority of Thailand
  • Growing Cost Awareness in Corporate Headquarters
    • Effects of the Growing Cost Awareness
  • Changes in Travel Patterns
    • Short-Haul and Domestic Travel Influence Business and Nationality Mix
    • Changed Travel Patterns and the Effects on the First Class Hotels
  • Lead-Time of Booking - A Technical Approach
  • Strategic Adjustments and Reactions by Individual First-Class Hotels
    • Leisure vs. Corporate Travel
    • Discounts, Promotions and Relationships
    • Loyalty Programs
    • Cost Saving Strategies in the Hospitality Industry
  • An Integrated Approach
• The Two Top Performing Hotels of the First-Class Hotel Market in Bangkok
• Outlook for Thailand and the First-Class Hotel Market in Bangkok
  • Safety and Security Influence Future Growth
  • Economic Uncertainty and Confidence
  • The Competitive Situation
  • The Comparative Advantage
  • Change Brings Opportunity
• Limitations
  • Time Constraints
    • First Quarter of 2002
  • Different Measures of Occupancy
  • An Overemphasis of the September Attacks
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper explores the impact of the September 11th attacks on Thailand's tourism industry, particularly focusing on the first-class hotel market in Bangkok.

• The impact of 9/11 on the international tourism industry and its consequences for Thailand's tourism sector.
• The performance of the first-class hotel market in Bangkok, including occupancy, ADR, and RevPar development.
• Changes in travel demand and patterns, including safety concerns, cost awareness, and strategic adjustments made by hotels.
• The outlook for Thailand's tourism industry and the first-class hotel market in Bangkok.
• Limitations of the study and future research possibilities.

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter provides a brief introduction to the topic of the paper, outlining the impact of 9/11 on the tourism industry in Thailand, particularly focusing on the first-class hotel market in Bangkok.
• The International Tourism Industry and Thailand under the Impact of 9-11: This chapter examines the impact of 9/11 on the international tourism industry, highlighting the effects on both the industry as a whole and specific regions, including Asia. It also analyzes Thailand's economic performance and the importance of its tourism sector.
• Bangkok and its First-Class Hotel Market: This chapter delves into the Bangkok hotel market, examining its performance following the Asian economic crisis and exploring the impact of 9/11 on high-end hotels. It provides insights into key performance indicators such as occupancy, ADR, and RevPar, and compares these findings with other market reports.
• The Resulting Change in Travel Demand and Patterns: This chapter explores the changes in travel demand and patterns resulting from the 9/11 attacks. It analyzes the influence of safety and security concerns on the aviation and hospitality industries, the role of the Thai government and the Tourism Authority of Thailand (TAT), and the growing cost awareness among corporate headquarters. The chapter also examines changes in travel patterns, such as the shift towards short-haul and domestic travel, and the strategic adjustments made by individual first-class hotels.
• The Two Top Performing Hotels of the First-Class Hotel Market in Bangkok: This chapter focuses on the performance of two top-performing hotels in the first-class hotel market in Bangkok, analyzing their success in the post-9/11 environment.
• Outlook for Thailand and the First-Class Hotel Market in Bangkok: This chapter provides an outlook for Thailand's tourism industry and the first-class hotel market in Bangkok. It examines the potential impact of safety and security concerns, economic uncertainty, and competitive pressures on future growth.
• Limitations: This chapter addresses the limitations of the study, including time constraints, different measures of occupancy, and the overemphasis on the September attacks.

Schlüsselwörter (Keywords)

This paper explores the impact of the 9/11 attacks on Thailand's tourism industry, particularly focusing on the first-class hotel market in Bangkok, encompassing key themes such as travel demand, safety concerns, economic uncertainty, hotel performance, and strategic adjustments. The paper also analyzes the role of the Thai government and the Tourism Authority of Thailand (TAT) in the recovery of the 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