Malaysia And Thailand Tourism Management -Myassignmenthelp.Com

Question: Discuss About The Malaysia And Thailand Tourism Management? Answer: Introduction: Wellness is a term that has gained its popularity in the past 15 years. Most of the people think that it helps them in feeling good and healthy. The concept of wellness goes back to the traditions that are westernized in nature, which helps in uplifting the moods of the people. The tourism that is associated with wellness has helped in creating more than 100 million jobs on a global basis and the impact on the economy is around 9 percent of the total Gross Domestic Product (GDP). This mode of tourism has helped the tourists in meeting the human needs such as de-stressing and relaxing along with the experience of the different cultures and places around the world (Tuominen, Saari and Binder 2016). Wellness is important to the people, as there has been an increase in obesity since 1980 that is causing potential problems among the children and leading to various obese related diseases. Diabetes is another factor that has increased among the people, which needs immediate attention as well so that the chronic diseases that are arising from this factor can be reduced. There has been increase in the factor of stress in the workplaces, which needs to be reduced among the people so that they can lead a stress-free life (Luo et al. 2017). Thailand has become a major place in the world associated with wellness tourism due to the use of better levels of technologies that are available in the medical facilities. The services helps in providing better diagnosis and the treatment of the people are done according to their personal comfort levels (Tuominen, Saari and Binder 2016). A mission statement: The mission statement of the wellness tourism facilities that are present in Thailand are that they want to extend better care and treatment with respect to health promotions, rehabilitation and prevention of diseases according to the international standards. The organizations will be promoting better quality of life among the employees so that it can help them in providing better services to the customers as well. A list of clear goals: The following are the clear goals of wellness tourism in Thailand: Customer wellness: The analysis of the prevailing Thai wellness treatment shows that customer wellness is a major goal which the industry must achieve to sustain itself. This means that the wellness should offer customers wellness treatments at affordable prices. The reality contrary to the achievement of the goal is grim. The expensive private spas and wellness centres of Thailand generate huge revenue by serving the upper-class customers. The bulk of middle class customers approach public wellness centres and facilities which have limited technical knowledge and experts owning to their limited revenue generation (Olof Lagrosen and Grundn 2014). This limits the capacity of the Thai wellness sector to ensure customer wellness and ultimately customer satisfaction. Revenue generation: The second objective or goal of Thai wellness sector is revenue generation and sustenance. As discussed previously, bulk of the revenue generated in the wellness sector in Thailand remains concentrated in the hands of the private sector wellness and medical edntres serving the rich customers. The middle class customers are not able to avail these private services and are forced to approach the public sector hospitals with limited number of beauty experts. They as a result receive minimum treatment and do not avail services of the wellness again which does not generate repeat business and generation (Abraham and White 2017). This repelling of the bulk class customers ultimately results in reduction of revenue inflow of the Thai wellness sector. The achievement of this goal is dependent on the achievement of the first goal, customer wellness and satisfaction. A list of objectives that are SMART: The following is the SMART (specific, measurable, attainable, relevant and time-oriented) analysis of the business objectives of the Thai wellness sector: Specific: The aims of the action plan are to achieve customer satisfaction and generate more revenue. This shows that the aims of the actions are specific and practical. Measurable: The aims of the action plan are measurable and specific. For example, the increase in the number of customers visits during a year in comparison to a previous year would reflect the growing customer satisfaction. Again, the number of repeat customer visits would prove higher rate of customer satisfaction. Again, increase in profits in the financial statements of the private and public sector spas and wellness resorts would reflect increase in the generation of revenue which is financially measurable (Garg 2016). This analysis shows that the aims of the action plan based on Thai wellness sector is measurable. Attainable: The aims of the action plans namely, customer satisfaction and revenue generation are attainable. This is because both can be measured mathematically and their progress can be assessed within a specific timeframe (Viswanadham 2017). Relevant: The two recognised aims of customer satisfaction and revenue generation in the Thai Wellness are relevant in the light of the business improvement. The increase in customer satisfaction would show increase in the loyal customers base which avail wellness treatment in Thailand repeatedly. This increase in customer base in turn results in increase in revenue generation of the Thai wellness sector which means the industry can allocate the revenue to obtain other strategic resources relevant for its future growth, like wellness experts from other countries. This shows that the two aims, customers wellness and revenue generation are relevant (healthandfitnesstravel.com 2018). Time Oriented: The rate of achievement of these two business aims can be accessed on the bases of time oriented action plans. For example, the public and private wellness can analyse their financial statements half yearly and annually. The increase in profits would show more number of customer and consequent revenue generation. Thus, the two aims are time oriented and can be achieved within given time periods like a year (prnewswire.com 2018). A list of discussion and relevant tactics: The following are the relevant tactics which the business firms, both private and public, can apply to enhance customer wellness and consequent revenue generation in the Thai wellness sectors: Marketing: The first tactic which the Thai public and private wellness companies can adopt is marketing. The Thai wellness sector is a part of the Asia-Pacific wellness sector, third-largest wellness sector internationally. This shows that the sector attracts a huge number of customers internationally. These wellness firms should market their products all over the world which would help them to attract new customers. They would as a result be able to diversify their expenditures on the revenue generated from this immense customer base. This would automatically bring down their cost of service provision and allow them to charge less for their services yet maintain the high quality (Prommahaa 2015). This would allow them to serve both upper and middle class customers which enhance their revenue generation. The customers would be able to experience higher level of customer satisfaction due to affordable charges and high quality of services. This discussion shows that marketing can prove to be a fo rmidable the Thai wellness sector can use to maximise customer wellness, customer satisfaction, repeat business and revenue generation (Moghavvemi et al. 2017). Open Innovation: The Thai wellness sector firms should conduct open innovations to bring about treatments of higher quality yet keep the prices affordable. Thai wellness sector forms a part of the Asia-Pacific wellness sector which means that the firms can enter into open innovations with the wellness firms of the other member countries like China, Japan and India. These innovations would enable the wellness firms of Thailand to offer more innovative wellness treatments like lip jobs at more affordable rates. Thus, innovation can be used to enhance the product and pricing strategies and in turn boost the marketing of the wellness firms of Thailand (Zhong, Vermac and Xu 2016). Training: The above two tactics clearly point out that the wellness companies need to adopt the third tactic to ensure high level of performances, training. The firms should tarn their employees which would enable them to serve customers better to enhance their wellness and consequent revenue generation. Analysis of the work breakdown structure (Figure attached): The two objectives or tasks identified are customer wellness and revenue generation. The start date of the time like would begin on February 01, 2018 and would last till August 15, 2018. The first goal, customer wellness should be achieved in a month approximately. The revenue generation is further broken down into training, marketing and open innovation. The training should be completed in a month which would then give way to marketing of Thai wellness firms for 2 months. This would give way to open innovation for 3 months. These three subtasks would lead to deliver of the second goal, increase in revenue generation. Proposed evaluation methods to review action plan: Evaluation method Area to be evaluated 1. Financial statement analysis Revenue generation 2. CRM analysis Number of customers visiting the Thai wellness sector, customer satisfaction 3. Product line analysis Product strategy, innovation 4. Employee performance analysis Increase in efficiency of employees Table showing evaluation method (Source: Author) Conclusion: Thus it can be concluded that the wellness centres are focusing on generating better revenues by providing better facilities with the advanced technologies to the customers. The main aim of the wellness centres is that they will try to satisfy the customers by maximizing the wellness facilities provided to the customers. It can be seen that most of the upper class people are willing to invest in the wellness centres that are private in nature so that it can help them in rejuvenating themselves by using the best technologies that are available in the industry. The middle and the lower class people who do not have much resources depends mainly on the wellness centres that are public, which lacks some of the better technologies. This has led to the decrease in repeat business among the public sector, as most the customers are not satisfied with the level of treatment that they are getting from the wellness centres. On the other hand, it can be seen that the private sector is having a re peat business that has helped them in increasing their revenue as well. References: 10 Health and Wellness Industry Trends. 2018.Healthandfitnesstravel.com. Retrieved 29 January 2018, from https://www.healthandfitnesstravel.com/blog/10-health-and-wellness-industry-trends Abraham, J. and White, K.M., 2017. Tracking The Changing Landscape Of Corporate Wellness Companies. Healthcare Affairs,36(2), pp.222-228. Corporate Wellness Market - Asia Pacific Industry Analysis, Size, Share, Growth, Trends, and Forecast, 2016 - 2024. (2018).Prnewswire.com. Retrieved 29 January 2018, from https://www.prnewswire.com/news-releases/corporate-wellness-market---asia-pacific-industry-analysis-size-share-growth-trends-and-forecast-2016---2024-300388120.html Garg, V., 2016, October. Wellness HealthNew Definition Of Luxury Lifestyle. InProceedings: Cornell Symposium: Hospitality, Health Design HHDS2016 In Search of a Healthy Future(p. 143). Luo, Y., Lanlung, C., Kim, E., Tang, L.R. and Song, S.M., 2017. Towards quality of life: the effects of the wellness tourism experience.Journal of Travel Tourism Marketing, pp.1-15. 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Wo?niak-Holecka, J., Romaniuk, P., Holecki, T., Fr?czkiewicz-Wronka, A. and Jaruga, S., 2017. Health Promotion Development in the Spa Treatment. Perspectives for the European Countries Learned from Poland's Experiences.Frontiers in pharmacology,8, p.29. Zhong, L., Vermac, R. and Xu, H., 2016, October. Research On Wellness Tourism: A 42 Years Review. InProceedings: Cornell Symposium: Hospitality, Health Design HHDS2016 In Search of a Healthy Future(p. 98).