Academic journal article Journal of Business and Behavior Sciences

The Use of ABC Classification to Analyze Tourism Receipts: A Case of Asean Tourists to Thailand

Academic journal article Journal of Business and Behavior Sciences

The Use of ABC Classification to Analyze Tourism Receipts: A Case of Asean Tourists to Thailand

Article excerpt


In 2015 ASEAN countries will become the ASEAN Economic Community (AEC). This will create a regional market of over 600 million people, representing 10% of the world population and a large economic region ranking third in the world. It is expected that, in 2015, the AEC with 5 % economic growth rate, will generate trade value of 1.66 billion USD (Department of Trade Negotiations, n.d.). The regional economic integration under the AEC will affect not only the international trade, but also ASEAN tourism market growth.

The World Tourism Organization (UNWTO) has forecast in its Tourism Report 2020 that the international tourists worldwide will reach approximately 1.56 billion in 2020. Of these, about 1,182 billion, (75.77 %) will be intraregional tourists who travel within their region. In contrast, the international travelers from other regions will be only 378 billion (24.23 %). With regards to tourism in ASEAN region, UNWTO has predicted the number of intraregional tourists in 2020 to reach around 160-200 million (World Tourism Organization n.d.). This forecast coupled with the other UNWTO forecast that in 2015 the ASEAN intraregional tourists will increase to 120 billion suggest the increasing significance of intraregional tourists to ASEAN tourism market, as a whole.

Table 1 showed the historical data of tourist arrivals in ASEAN countries from 2008 to 2012. Of these, 46.78 percent of the total arrivals were intraregional tourists.

Similarly, the majority of international tourist arrivals to Thailand were from ASEAN countries. From 2008 to 2012, they on average accounted for 28.18 percent of the total visitor volume and generated the highest proportion of tourism receipts. Since the ASEAN Economic Community (AEC) will extend ASEAN tourism market, it is important to conduct further study to understand more about this market. The analysis of Thailand's tourism receipts generated by ASEAN tourists will contribute to a better understanding of the ASEAN submarket and will help Thailand's tourism industry in formulating an appropriate tourism policy and promotion. The objectives of the study are to: (a) classify the ASEAN tourist arrivals to Thailand according to tourism receipts generated by using the ABC analysis, and (b) study major components of tourism receipts and overall tourist behavior of each group.


Thailand tourism: From 2008 - 2012, international tourism arrivals in Thailand had grown substantially from 14,584,220 in 2008 to 22,353,903 in 2012 as shown in Table 2. The average annual growth rate was 9.43 percent.

Table 3 shows the proportion of international tourist arrivals to Thailand classified by region between 2008 and 2012. The largest proportion of the international tourists was East Asian, with an average of 52.64 percent, followed by tourists from Europe (27.14%), South Asia (5.75%), The Americas (5.47%), Oceania (5.03%), Middle East (3.20%), and Africa (0.77%) respectively. Tourists from East Asia were dominated by ASEAN tourists who accounted for 28.18 percent of the total number of visitor arrivals.

ASEAN Tourists in Thailand: The market of ASEAN tourist in Thailand between 2008 and 2012 saw high growth with an average growth rate of 12.5 percent per year (See Table 4). Tourists from Malaysia ranked the highest (44.14%) in number of arrivals, followed by those from Laos (15.9%) and those from Singapore (13.47%) respectively. These three countries had remained in the top three rankings and the same order during the five-year period of study. In terms of growth rate, the highest average growth rate was Cambodia market (38.19%), followed by Vietnam (21.91%) and Indonesia's (14.46%).

Tourism receipts from ASEAN Tourists: Table 5 showed tourism receipts from ASEAN tourists in Thailand (2008-2012). Not only constituting the highest share of visitor volume, Malaysian tourists also generated the greatest tourism receipts (37.95%), followed by Singaporean tourists (17. …

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