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SweetTrails

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Sweet Taste 8

Tourism Authority of Thailand1600 New Phetchaburi Road, Makkasan, Ratchathewi,Bangkok 10400, Thailandtel: +66 2250 5500 ext. 2620-2fax: +66 2253 7468email: tatreviewmagazine@gmail.com website: tatreviewmagazine.comtwitter: @etatjournalFacebook : www.facebook.com/tatreviewmagazine

EPO(EcoPaqueOffset)

--3.0

1600

10400

: 0 2250 5500 2620-2

: 0 2253 7468

6-78-13

14-17

18-25

26-37

38-49

50-55

56-61

62-65

66-73

Contents

TourismOnTheShelf

TourismOnTheMoveNikeontheMove

TourismResearch2563

ThaiTourismScenario2020

FromTheCoverSharingEconomy?

TourismTrendsWorldTravelMarketGlobalTrendsReport2014

HipTourism

TourismSeminarsILTM2014:HealthisanewWealth&More

InnovBiz2015:InnovationforThailandTourism

Museum&TourismMuseMobile

LowCarbonTourism

PopCultureTourism-

Tourism@AECASEANINFOGRAPHIC

Vol.1 No.2/2015

Editors Talk

Modern Tourists :Catchmeifyoucan SharingEconomyHipTourismSharingEconomy

SWOT/

TOWS/ScenarioPlanning/ContentsAnalysisPESTAnalysis5FORCESModel

SharingEconomySharing Airbnb500

SharingEconomyAirbnb AirbnbSearch

HipsterHipTourism ()

HipsterCool HipTourism

.2555 TheOldNormal&TheNewNormal2558 HipstersAntiHipsters

SharingEconomy.2554HostvsGuest

SharingEconomy2558

SharingEconomyHipster2554,2555 .

GAME of TOWN : TownoftheTalk 1212()

TATReview

/12tatreviewmagazine@gmail.com

www.facebook.com/tatreviewmagazine1212

12TalkoftheTown

#

6 | Tourism Review

Tourism On The Shelf

:

Whats Mine is Yours : The Rise of Collaborative Consumption : Rachel Botsman Roo Rogers

2010

Collaborative

Consumption

/ (

)

Collaborative Consumption

Mesh

Work Social Media,

Wireless Networks Data Crunched

Mesh Companies

Bike Sharing Home Exchanges

(Peer-to-Peer Lending)

ZipCar - Car Sharing

Kickstarter

Lisa Gansky Mesh

TED Talk Lisa 2011

www.ted.com

6 | Tourism Review

A simple, powerful idea thats reinventing the way smart, adaptive companies do business. Lisa Gansky

7|Tourism Review

Tourism On The Shelf

: Beth Buczynski

Collaborative

Consumption is a New Way of Living

(Next

Generation)

(Mine) (Ours)

Collaborative

Consumption

Sharing Economy

Its a Shareable Life : A Practical Guide on Sharing, 2014

Sharing is Good : How to Save Money, Time and Resources Through Collaborative Consumption, 2013 : Chelsea Rustrum,

Gabriel Stempinski,

Alexandra Liss

How-to

(

Sharing Economy)

The Business of sharing : Making It in the New Sharing Economy : Alex Stephany

2558

Sharing Economy

The Sharing Economy is changing

the rules of business.

3

The Sharing Economy

Collaborative Consumption

15

Uber Airbnb

The Business of Sharing Sharing Economy Global

Trends Case Study

7|Tourism Review

Tourism on the Move

8 | Tourism Review

21.00 cm

JUST DO IT.

Tourism on the Move

9|Tourism Review

Supplement

RUNX3Monocle 2014

RUNX3 RunningGuide3

- (Accessories)

Nike

,,

HighlightNike+Tip

:

RUNX3Monocle

(

)

RUNX3

Nike Strategic MarketingProgrammeINSEAD

Case

NikeSocialMedia

Nike Timeline1968

2012Timeline

CarolynDavidson

Nike 35

2006SocialMedia Nike

Joga.comNike

1

Nike

Community

Community

2008Nike

Joca.com

Nike

Nike

Nike

251964

BillBowermanPhilKnight

BlueRibbonSports

Bill Bowerman

Blue Ribbon Sports

301971

BlueRibbonSports Nike

Carolyn

Davidson 35

20.8

35,000

160

690

JustDoIt.

-

-

-

20.60 cm

1972

1979

1980

19661971

1990

1998

MoonShoeBecome Nike

BLUE RIBBON SPORTS

MISSION

Nike.com

GawkerMediaGroup YouTube

Nike

InternetSocialMedia

EARLY EXPERIMENTIN SOCIAL MEDIA

RetailOutlet

1964

NIKEGawkerBlogArtofSpeed 15400,000-700,000/ WorldCup2006MySpace Community 50,000Community Homemade-Joking Video TouchofGold

YouTube20

Nike First Viral Video

GoogleJoga.com

(

32006)

Nike

WorldCup

5(2006)

www.nikefootball.com

2004 2005 20062000

ART OF SPEED TOUCH OF GOLD

Joga.com vs World Cup 2006

1

Joga.com140

14

EricCantona

WorldCup2006Nike

Joga.com

Joga.com Nike

1

Nike

Community Community

40%NIKEWorldCup2006NikeAppleNike+iPod / iPod

30

www.nikeplus.com

Nike+GPSStopWatch

(Nike

)

Nike

Joga.com

2007 2008 2009

LARGEST ONLINE RUNNING DESTINATION

Nike Digital Sport

RECONNECT WITH FOOTBALL FAN

THE GRIDNikeTheGrid

WRITE THE FUTURENikeWritethe

FutureWorldCup2010

7.8

107 3.4

WritetheFutureFilm

GrandPrix

THE CHANCE NikeAcademy

10032

NIKE LIFE CENTERLifeCenter 2 RonaldoRobinho

2010

Nike+

2012

NIKENike LunaRun4 LunaRunLunaGlide

35,000

FuelBand149

/

21.00 cm

2011

RUN FOR CHINA

Nike

Nike+BasketballNike Community Nike+Basketball2012

.../

/.../

... Nike+Basketball

Nike+Training3

2010

Nike+ Fuel Band Nike+Basketball Nike+Training

14 | Tourism Review

Tourism Research

14 | Tourism Review

2563Thai Tourism Scenario2020

2563 (Thai Tourism Scenario 2020)

- 2557

: .

15|Tourism Review

Tourism Research

15|Tourism Review

l (UNWTO) 2020 1,600

l

l

l (Emerging Market)

BRIC ( )

l 2020 18 24

l 21 100

l 2020 416 1 4

l 2020 6.5 41.5

15

2020

71

2020

l

l (Age Blurring) ()

l (Speed Culture)

l (Online & Offline)

l (SOLOMO) Mobile Traveler

l (High Expec-tation)

l (Culture Absorption)

l (Conflict in Interest)

16 | Tourism Review

Tourism Research

(People Excellence Center)

(Tourism City Brand)

(Creative Economy)

(Green City)

2020

l

2020 4

1 Consumption

2 Investment /

3 Branding & Repositioning /

4 Sustainability /

12

3

4

5

6

7

8

(End to End Policy Alignment)

(Smart City)

(Multinational Destination)

(Data Analytic and Big Data)

17|Tourism Review

Tourism Research

18 | Tourism Review

From the Cover

:

SharingEconomy

?

18 | Tourism Review

19|Tourism Review

From the Cover

?

- !

Sharing Economy 2000s ( Business Model ) -

1

3

2

20 | Tourism Review

,

Peer-to-Peer

Collaborative Economy Sharing Economy

,

-

- ,

From the Cover

4

21|Tourism Review

From the Cover

5

Sharing Economy ( )

Airbnb Uber

Uber

Sharing Economy

Sharing Sharing Economy Renting Economy

Sharing Economy

Sharing Economy

( - , )

Sharing Economy

Crowdsourcing

Crowdsourcing

eBay

Sharing Economy

22 | Tourism Review

(Incentive)

Sharing Economy

Sharing Economy Sharing Economy Sharing

Economy

Sharing Economy

Sharing

Economy

Sharing Economy

Sharing Economy

Airbnb

Airbnb

Sharing Economy

RelayRides App

App

( )

Getaround Sharing Economy

( )

Getaround

Sharing Economy Renting Economy couchsurfing.com

Sharing Economy Airbnb

Couchsurfing Couchsurfing

Renting Economy

SideCar

From the Cover

6

23|Tourism Review

From the Cover

Liquid ( Spinlister Spinlister )

DogVacay

Sharing Economy

4

1. : Lyft, Uber, SideCar, Carpooling, BlaBlaCar, RelayRides, Getaround, Fightcar

2. : Airbnb, HomeAway, VRBO, FlipKey, Roomorama, Wimdu, 9flats, Onefinestay, HouseTrip, Homestay, Couchsurfing, HomeExchange,

LoveHomeSwap, GuestToGuest, Cosmopolit Home, Knok

3. : EatWith, Feastly, Cookening, Upaji, Kitchensurfing

4. : Vayable, SideTour, AnyRoad, GetYourGuide, Spinlister, Boatbound, GetMyBoat

Sharing Economy

24 | Tourism Review

Sharing Economy

Sharing Economy

Sharing Economy

Janelle Orsi Sustainable Economies Law

Center

Policymaker

Sharing

Economy

Sharing Economy

Airbnb

From the Cover

7Sharing Economy

Sharing Economy

Airbnb Occupancy Tax

Airbnb Airbnb

Shared City

Airbnb

25|Tourism Review

Sharing Economy ()

Sharing Economy

Sharing Economy

- ?

From the Cover

8

26 | Tourism Review26 | Tourism Review

Global Trends Report 2014

26 | Tourism Review

: Euromonitor : *

World Travel Market

* .

27|Tourism Review

Tourism Trends

27|Tourism Review

Euromonitor World Travel Market 2014 3-6

2014

4.7 2014

(Personalisation)

Peer-to-Peer

5

MAMILs (Middle-Aged Men in Lycra)

3.5 2012 3.8 2013 (Gluskin Townley Group)

DuVine Cycling + Adventure Co

70

2009

Travel Oregon

744 20

Poshtels , , , Wi-Fi

Poshtels

12

2013-2018 3 216 2018

653 Clink, St. Christophers Inn-village, Safestay The Dictionary

2013 2014 300 Yatra ClearTrip

28 | Tourism Review

Tourism Trends

(Mes-

sage)

29|Tourism Review

Tourism Trends

Peer-to-Peer

Eatwith.com Booklokol Priceline Trip Advisor Priceline OpenTable 2.6 TripAdvisor La Fourchette

(Design Hub) Design Days Dubai Beirut Design Week

Design Week Bahrain International Design Week 2014

International Surfing Association (ISA) 35

ISA 26,000

(Instant Messaging) WeChat Line WeChat 440 ( 2014) 2 WhatsApp 500 WeChat - Alibaba

30 | Tourism Review

Tourism Trends

Ctrip (Deals) WeChat WeChat Didi

Dache 40 1 WeChat Spring Airlines WeChat 2014

The Economist WeChat 1.1 2014

40 2015 WeChat

Wearable

2013 590 27

2018

2 180 90

2013

35 2018

Wearable

(Notification)

Euromonitor

Wearable Electronics 2016

180 9 2013

31|Tourism Review

Tourism Trends

Wearable Electronics Sony SmartWatch, Samsung Galaxy Gear Google

Glass Apple Watch 2015

Expedia Samsung Galaxy Gear SmartWatch

2014

Google Glass

The Qunar Samsung Galaxy Gear (Deal)

The Starwood Google Glass

Apple Watch

Iberia, Vueling Air Berlin Wearale Electronics

eMarketer 18 2013 1.7 Facebook 350

Instagram WhatsApp

58 400

Braggie

Braggie 10

Hotel.com ( 2013)

Kimpton Hotels, Marriott Omni

32 | Tourism Review

Tourism :

HipTourism Trends

2-3

33|Tourism Review

Tourism Trends

2-3

Hipster Who Are You?

24 7 Hip Hep

Suffix Ster

Hep Hepster Hip

Time Out New York 60s

Beat Generation

Who is Hipster ?

34 | Tourism Review

Tourism Trends

(Coolness and Hipness) Hip Consumerism -

,

Hip Consumerism

The Conquest of Cool : Business Culture, Counterculture and The Rise of Hip Consumerism

1950

1960 Hip Consumerism

60s

Hip Consumerism

35|Tourism Review

h

Tourism Trends

Slowness

hipster

Hip Manifesto

36 | Tourism Review

Tourism Trends

36 | Tourism Review

Hip Hotel

37|Tourism Review

Tourism Trends

-

Airbnb

Hip Destination

38 | Tourism Review

Tourism Seminars

/

: *

ILTM 2014 :Health is a new Wealth

& More

International Luxury Travel Market (ILTM) 2014

(Luxury) 2014 1-4

2557

ILTM 2014

2 Educational Forum Global Forum

Educational Forum

Global Forum

* .

Tourism Seminars

39|Tourism Review

Tourism Seminars

Tourism Seminars /

(Mr. John Bevan -

Spafinder Wellness UK Ltd.) (Ms. Elena

Black - Six Senses Hotel and Spa)

(Ms. Frances Geoghegan - Healing Holiday)

(Ms. Anne Biging - Healing Hotels of the World)

(Ms. Suzanne

Duckett)

Spa

Wellness

(, )

Luxury

Service

(WOW

Experience)

Health is a new Wealth

Health and Wellness

Health and Wellness

2 Primary Secondary

Primary Business Health and

Wellness Destination Spa

Six Senses Hotel and Spa

Secondary Business

Health and Wellness

Health and Wellness

(Star Rating System)

Luxury

(HealthandWellness)

DestinationSpa SixSensesResort andSpa PrimaryBusiness Destination

Spa(Meditation)

HealthandWellness (LuxuryTraveler)

()

40 | Tourism Review

The Democracy Divided in Africa and Its Impact on Wealth Creation Mr. Justice Malala

Tourism Seminars /

Global Economic Megatrends

Emerging Markets

7 2.5

2016

Global Economic Megatrends Mr. Nenad Pacek

3

Luxury

41|Tourism Review

The Collaborative Economy : A Game Changing Opportunities Ms. Lauren Capelin

Tourism Seminars /

The Collaborative Economy : A Game Changing

Opportunities

Accessibility

()

Sharing

Drive Car BMW

Airbnb

2-3

Vayable

Sharing

Luxury Tourism

()

41|Tourism Review

42 | Tourism Review

(Time is a New Luxury)

A View from the Future

(Digital Currency)

(Segmentation)

35-75

(Mass Business)

BAANGFUEL Bits Atoms Antimatters Neurons

Genes Frequencies Ultra Infra Spectral Energy and Light

Tourism Seminars /

A View from the Future Ms. Edie Weiner

43|Tourism Review

Tourism Seminars /

4

ILTM 2014

SHOW CASE

ILTM 2014

(Free Wi-Fi)

100% Pure New Zealand

(Tourism New Zealand)

(Very High and Ultra High New Worth /

HNWI)

Differentiate

Theres Nothing Like Australia

Tourism Australia

4

(Wine Tourism) (Luxury Lodges)

(Great Golf Courses)

(Great Walks of Australia)

44 | Tourism Review

Tourism Seminars /

Innovation for Thailand Tourism

:

InnovBiz 2 0 1 5

InnovBiz

InnovBiz Innovative

Business Project -

(IBMP : Integrated Bachelors and

Masters Degree Program in Business and Accounting)

2011

InnovBiz 2015 : Innovation for Thailand Tourism 2015 InnovBiz

2015 : Innovation for Thailand Tourism

31 2558

45|Tourism Review

Tourism Seminars /

Travel BuddyConcept Travel Buddy

Application

Real-time

Ultra BreastConcept

Ultra Breast

Application

Fice FitConcept

Office Syndrome

Fice Fit Application

GreenergyConcept Renewable Energy

Greenergy

PreAlConcept

PreAl

U-KeyConceptU-Key

3 ,

Look AfterConceptLook After

Auto

Accuracy Distance

Eye Blink Sensor Blue

Light Defend

NotiBusConcept NotiBus GPS Tracking,

Sensor Infrared, Radio Frequency Identification G Force Sensor

: 8 8

01

03

05

07

04

06

08

02

46 | Tourism Review

Tourism Seminars /

8 8

Travel Buddy

InnovBiz 2015

01

47|Tourism Review

Tourism Seminars /

02

48 | Tourism Review

Tourism Seminars /

03

04

49|Tourism Review

Tourism Seminars /

05

06

50 | Tourism Review

Museum & Tourism

Muse Mobile

*

Wow!!!

: *

51|Tourism Review

Museum & Tourism

4

3,000

!!

Muse Mobile

()

.

1 3

(

) .

(Museum Siam)

. Muse Mobile

52 | Tourism Review

Museum & Tourism

. 2

1

4 2

2 ()

2558

3

-

3,000

(Muse Mobile)

4

4

1?

? ?

?

(.)

(Mascot)

2?

3,000

-

53|Tourism Review

Museum & Tourism

-

3

227

.. 2552

6

4

l 5

l .. 2475

l 2482

l ( 1960s)

2510

() ()

?

54 | Tourism Review

Museum & Tourism

3

3

n 5 n . n ( 1960s)

(Muse Mobile) 4

4

1

2

3

4

1

,

,

,

2

3

14

4

1

2

3

55|Tourism Review

Museum & Tourism

2

:

.022252777430

www.museumsiam.com|facebook.com/museumsiamfan

|facebook.com/musemobile

4

Wow!

4

56 | Tourism Review

Low Carbon Tourism

: . *

56 | Tourism Review

GNH (Gross of National Happiness)

GDP (Gross Domestic Product)

* Travel Industry Management

57|Tourism Review

Low Carbon Tourism

57|Tourism Review

58 | Tourism Review

Low Carbon Tourism

59|Tourism Review

100%

3-4

Low Carbon Tourism

60 | Tourism Review

Low Carbon Tourism

?

7

7

Smart- phone

61|Tourism Review

Low Carbon Tourism

LINE

60

IT

The Land of Happiness

3

University of Applied Sciences

in Business Administration Zurich The Royal Institute of Tour-

ism and Hospitality

Source: https://tamilandvedas.files.wordpress.com/2014/05/kapinjala.jpg

Pop Culture Tourism

62 | Tourism Review

:

Pop Culture Tourism

63|Tourism Review

2,000

500

Peer-to-Peer Accommodation

Airbnb 2008

(bnb bed and breakfast)

(

)

Airbnb (

Customized )

( )

Pop Culture Tourism

64 | Tourism Review

(

)

Airbnb Airbnb

24

() (

7

)

Pop Culture Tourism

65|Tourism Review

5

5

3 3

(

)

()

Airbnb

Investment 2-3

Airbnb

Airbnb Couchsurfing

(

)

Airbnb

66 | Tourism Review

Tourism @ AEC

66 | Tourism Review

ASEAN INFOGRAPHIC (ASEAN DNA Series)

:

ONE VISION

ONE INDENTITY

ONE COMMUNITY

67|Tourism Review

Tourism @ AEC

67|Tourism Review

68 | Tourism Review

Tourism @ AEC

(ASEAN INFOGRAPHIC)

10

5

A S E A NAgriculture

Socio-Demographic

Economic / Information /

Academic & Profession

Network /

ASEAN INFOGRAPHIC

Soft Drink Consumption 2011

1 41.30 31.30 17.05 5.31 3.13

Alcohol 2007 1 7

69|Tourism Review

Tourism @ AEC

Smoking 2012 1

Instant Noodles Consumption 2011 1

Happy Planet Index 2012 2

14 20

70 | Tourism Review

Tourism @ AEC

10,000 Proportion of Physicians to Population of

10,000 People 2010 World

Health Statistic 2012

15 10,000

12 10,000

11 10,000

7 10,000

6 10,000

4 10,000

3 10,000

2 10,000

1 10,000

Asean Architect Council 2012

ASEAN Engineer Register 2012

71|Tourism Review

Tourism @ AEC

(Internet Subscribers)

61.0 17.7 13.1 5.7 5.5 4.9 4.1 4.0 3.6

facebook

2012 (facebook users

2012)

facebook 61 59 49 29 25

72 | Tourism Review

Tourism @ AEC

/ 1,000 / 2011

ASEAN INFOGRAPHIC www.facebook.com/ASEAN DNA

73|Tourism Review

Tourism @ AEC

Vision - Mission

.

5

TAT Intelligence Center

0 2250 5500 2771-2786 : tatic@tat.or.th www.tourismthailand.org/TATIC

1

2

3

4