โดย Mr. Lee, Kwang Woo, Marketing Manager, TAT Seoul office จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพเกาหลีใต้ วันที่ 23-24 พฤษภาคม 2554 ณ ห้องบอลรูม 1 โรงแรมดิ เอมเมอรัลด์ กรุงเทพมหานคร

1. Knowing and Understanding
the Market Makes
an Opportunities for Success
Mr. Lee, Kwang Woo,
Marketing Manager of TAT Seoul Office presents:
Friday, 17 June 2011

2. About Korea
• Population : 48,219 thousands (2010 estimate)
• Population distribution
- Metropolitan area (Seoul, Incheon and Gyeonggi province): 23,616 thousands
(49.0% of the total population)
Largest cities of Korea
Unit:
thousand
Seoul
Incheon Gyeongggi
Daegu
Gwangju
Pusan
Friday, 17 June 2011

3. About Korea
• Territory: 221,336㎢ (South Korea: 100,210㎢)
• Religion: As of 2007
• Currency : KRW (₩: South Korean Won)
• Average Exchange Rate: 1US$=1,156.86 KRW in 2010
• GDP: US$ 986.256 bil. (2010 estimate) / Per Capita: US$20,165
Friday, 17 June 2011

4. Korea Outbound Tourism Market
• Total outbound tourist for 5 years
Source: KTO
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5. Korea Outbound Tourism Market
• Total tourism revenue for 5 years
Unit: Mil. US$
Source: KTO
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6. Korea Outbound Tourism Market
• Average tourism revenue per capita for 5 years
Unit: US$
ARPC: Average Receipt Per Capita / AEPC: Average Expenditure Per Capita
Source: KTO
Friday, 17 June 2011

7. Korea Outbound Tourism Market
• Tourist by sex in 2010
Note: Crew are excluded in numbers
Source: KTO
Friday, 17 June 2011

8. Korea Outbound Tourism Market
• Tourist by age in 2010
60~ : 10%
51~60 : 17%
41~50 : 21%
31~40 : 23%
21~30 : 17%
0~20 : 12%
Note: Crew are excluded in numbers
Source: KTO
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9. Korea Outbound Tourism Market
• Main Purpose of Tour in 2010
Source: KTO
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10. Korea Outbound Tourism Market
• Type of Accompanier in Overseas Trip in 2010
Source: KTO
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11. Korea Outbound Tourism Market
• Number of Accompanier in Overseas Trip in 2010
Source: KTO
Friday, 17 June 2011

12. Korea Outbound Tourism Market
• Information Gathering of Destination at the Stage of Preparing Overseas Trip in
2010
Source: KTO
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13. Korea Outbound Tourism Market
• Type of Overseas Trip in 2010
Source: KTO
Friday, 17 June 2011

14. Korea Outbound Tourism Market
• Length of Stay in Overseas Trip in 2010
Average lengths of stay: 8.7 days
Source: KTO
Friday, 17 June 2011

15. Korea Outbound Tourism Market
• Top 6 Countries of Korean Overseas Trip in 2010
Source: KTO
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16. Korea Outbound Tourism Market
• Candidate Countries for Overseas Trip in 2010
Source: KTO
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17. Korea Outbound Tourism Market
• Visited Cities for Overseas Trip in 2010
Source: KTO
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18. Korea Outbound Tourism Market
• Buying Channel of Tourism Products in 2010
Source: KTO
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19. Korea Outbound Tourism Market
• Type of Accommodation in overseas trip 2010
Source: KTO
Friday, 17 June 2011

20. Korea Outbound Tourism Market
• Korean Travelers Travel Season to Overseas Countries
Jan~Feb: Mar~Jun: Jul~Aug: Sep~Nov: Dec~Feb:
High Season Low Season High Season Low Season High Season
Source: KTO
Friday, 17 June 2011

21. Korea Outbound Tourism Market
• Satisfaction Level of Overseas Travel 2010
5 3.65 3.58 3.53 3.40 3.58 3.46 3.43
point
scale
Source: KTO
Friday, 17 June 2011

22. Thailand Tourism Market of
Korea
• Total outbound tourist to Thailand for 5 years
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23. Thailand Tourism Market of
Korea
• Korean Traveler’s spending Per Trip & Growth Rate
Friday, 17 June 2011

24. Thailand Tourism Market of
Korea
• Korean Traveler’s Thailand Travel Season
Jan~Feb: Mar~Jun: Jul~Aug: Sep~Nov: Dec~Feb:
High Season Low Season High Season Low Season High Season
Friday, 17 June 2011

25. Thailand Tourism Market of
Korea
• Air Seat Supply to Thailand from Korea Per Month
Friday, 17 June 2011

26. Thailand Tourism Market of
Korea
• Air Seat Supply to Thailand from Incheon Per Month by Airlines on May, 2011
Note: 7C: Jeju Air / LJ: Jin Air / 8B: Business Air
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27. Thailand Tourism Market of
• Air Seat Supply to Bangkok &Korea
Phuket from Korea Per Month by Airlines on May,
2011
Note: CJJ: Choengju / TAE: Tageu
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28. Thailand Tourism Market of
• Market Segments in Thailand Korea Korea
Products from
- Family
- Honeymoon
- FIT
- Golf
- MICE
- Health & Wellbeing
- Long stay after retirement
Friday, 17 June 2011

29. Thailand Tourism Market of
Korea
• Influential factors towards travelling decision
Friday, 17 June 2011

30. Thailand Tourism Market of
Korea
• Influential factors towards travelling decision
Source: KTO
Friday, 17 June 2011

31. Thailand Tourism Market of
• SWOT Korea
Strength Weakeness
- World level of accommodation - Cheap destination image
- Easy access - Inadequate tourism business practice
- Natural beauty
- Thai hospitality
- Various activities
Threats Opportunities
Economic Political
- Enlarging global free trade area - Tensions with North Korea
- Korean currency appreciation Economic
Social & Cultural - Weakening of economic growth
- Emerging consuming generation momentum
- Pursuing the quality of life - Growing household debt
Social and Cultural
Technological
- Rising social conflicts
- Expansion of the broadcasting industry
Technological
- Spread of Smart Devices
- Distribution of not verified information
- Booming of Social Media
Friday, 17 June 2011 Natural

32. Thailand Tourism Market of
• Suggestions Korea
- Major target: 30~40s
- Mini Group Focus: Increasing travelers group of 3~5 persons with
Friends and Family
- FIT & Airtel Traveler Focus
- Metropolitan Focus: Seoul, Incheon, Gyeonggi
- Internet Focus: Blog, Café
- Smart Devices Focus: Smart Phone, Tablet PC, Smart TV, E-Book
- Social Media Focus: Facebook, You Tube, Twitters
Friday, 17 June 2011