Thailand, however, is currently facing the challenge of increasing its market share, and it is necessary to create more points to better compete other countries.  Although Thailand is ready in terms of natural resources and culture, which are the best in ASEAN, the readiness of its human resources is still so insufficient that the World Economic Forum has ranked Thailand’s readiness to be the second to Malaysia’s, and also Thailand is 21st from 139 countries throughout the world.

 

The following are recommendations for the Thai tourism industry to enter the challenge of AEC.

1.  Thailand ICT infrastructure needs to be developed in order to compete with Vietnam, which is now first in ASEAN.
2. A large number of foreign workers have entered the Thai tourism industry.  This could affect the Thai stereotypes in their welcoming tradition and hospitality.
3. The infrastructure for facilitating tourists in Thailand should be developed in order to reduce problems of congestion and service quality.
4. Expanding the number of tourists to Thailand is not the consideration. It is also a chance for the Thai private sector comprising hotel, tour guides and food businesses to expand their businesses into other ASEAN countries.
5. The needs of ASEAN tourists can also create the possibility of mega projects in Thailand such as tourism for shopping, hospital and health tourism, etc.

11.1.2 25 top tourist destinations in Asia

Due to an expansion of air transportation that Homchuen (2012) referred from the Airbus information, it is predicted that Asia will become the center of supply in the new markets.  Asian airplane passengers will account for 33 percent of all air traffic passengers throughout the world in the year 2030.  In the meantime, low-cost airlines businesses are steadily progressing with new air routes also being launched.  For example, Air Asia is operating in Japan and the Philippines.  In addition, low-cost airlines which operate on long haul flights are also in operation for example Air Asia X, and Jetstar Asia. Accordingly, it is predicted that by the year 2015, low-cost airlines will be able to earn the most income just from selling tickets in four countries: Indonesia, India, China and Malaysia.

According to Asian statistics, Asian people are now traveling more in the region, and there also are more travelers from other countries are reaching out to Asia as new visitors.  It is stated by Christopher W. Runckel (http://www.business-in-asia.com/asia/asean_economic_community.html) that “The trends were evident at the recent Hub City Forum, held by the Pacific Asia Tourism Association (Pata), where more than 100 travel industry executives discussed the tourism potential, government's spending to upgrade facilities both for leisure attractions like museums; and also Meeting Incentive Convention Exhibition (MICE) facilities such as convention centers.  MICE tourism opportunities are particularly large and hopefully countries that have the most experience in this area such as Thailand and Singapore will render their assistance to those with weak MICE experience — recent examples of this are Thailand with Vietnam and also some talk in Thailand about rendering assistance in Laos and possibly Cambodia.” 

 

As at present, online media plays an important role in the lives of people around the world.  In the tourism industry, it is used by travelers around the world in helping them to decide where they want to go.  Online media can help them to choose the right places, the right time, and arrange visits to the places they plan to see or enjoy. Therefore, country facts and tourist comments on particular places can assist new visitors in making decisions. Below is an example of a website with choices of Asian countries worth visiting.

 

When to visit Asia?

Before you decide to travel anywhere in the world, you should have a good plan.  This is because going to places at the wrong time may not assist you in seeing what you would like to experience there.  The following website about Asian destinations might be of some use: 

Countries	Time to visit
Bali Indonesia	April to October, Peak season is during July – September Rainy season is during December to February.
Malaysia	January to March, lowest average rainfall is during June to September and the rainy season is during October to December.
Singapore	January to October
Thailand:  Bangkok	Cool season is during November to January and rainy season is during June to October.
Chiang Mai	Cool season is during November to February, dry season is during May to April and rainy season is during May to October.
Koh Samui	April to September and January to March Cool season is during November to February and it is very hot during March to May.
Phuket	Rainy season is during May to October
Vietnam: Central Vietnam	January to May and very hot and humid during June to August Rainy season: June to July and September to November in Da Nang
Hanoi	October to early December in Hue, Hoi An, and Nha Trang.
Ho Chi Minh City	March to April is spring, October to December is autumn and January to February is winter. Hot and dry season is during March to May and it is cooler during December to February.

(Source: Adapted from http://www.travelzoo.com/from-the-deal-experts/whens-the-best-time-to-visit-southeast-asia-/ retrieved 26/2/2014)

11.1.3  Recommendations for preparing Thailand in moving towards the AEC

Kongtragoon (2013) also made recommendations for preparing Thailand in moving towards the AEC on two issues comprising the goods and services sector and the human resource development sector as follows:

 

The goods and services sector

1. Expand a regional recognition of the Thai brand in order to be sectional brands such as the Thai hotel network, the Thai restaurant network and the Thai Spa network.
2. Create value and innovation to add to Thai goods.  These values should be both functional for serving quality and standard of goods as well as emotional, which makes the customers feel satisfied and impressed in terms of Thai authentic hospitality.
3. Create goods and services standards.  This is to serve the variety of customer needs, for example the “halal food” standard or the welfare standard, which are aimed at preserving the natural environment and the Thai cultural identity. 

Human resource development sector

1. There should be an improvement of language skills among Thai personnel.  This is especially with Asian languages such as Bahasa for the Indonesian market, Vietnamese, English and Chinese for China, which is another big market.
2. Tourism personnel should be qualified according to the agreement on acceptance of ASEAN tourism personnel.  This can benefit both experts and the general workforce in the Thai tourism industry in competing with other countries in the region.

To conclude, in order to develop the English language skills of Thai tourism personnel, the standards for tour guides (in-bound) from the English language development center (ELDC) commission on higher education at the Ministry of Education is recommended for use as the standards of English.

Standards of English for tour guides (in-bound) by English language development center (ELDC) commission on higher education, Ministry of Education (See resource)

Standard 1: Understanding and interpreting spoken and written language on a work topic
Standard 2: Using spoken and written English to participate in work interaction
Standard 3: Using an appropriate language variety and register according to audience, purpose, setting, and culture
Standard 4: Understanding and using nonverbal communication appropriate to audience, purpose, setting, and culture

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Language Focus 11.1

Language Focus 1

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Activities

Activity 1Activity 2Activity 3Activity 4Activity 5