The Exploration of New and Existing Tourist Markets to Sustainably Balance Marketing Demand, Tourism Supply, and Tourism Income: A Case Study of Thailand

Abstract

This research aims to establish a new market of tourists and acknowledge the original group of same to build a market balance demand and develop tourism supply and tourism income in Thailand toward engendering sustainability. This mixed research employs secondary information to retrospectively analyze new and old potential markets. Thereafter, the principle of econometrics is used to forecast the potential number of tourists. Furthermore, content analysis is used to present the research results in tables and images. The results from the analyzed criteria show that 50 out of 231 countries meet the following criteria: economic and social stability, poverty and inequality, and spent travel time to Thailand. Among these countries, there are 15 Asian countries (11 original market countries and 4 new market countries), 26 European countries (19 original market countries and 7 new market countries), 7 American countries (3 original market countries and 4 new market countries), 2 Oceania countries (2 original market countries), with no African country.