ASEAN TOURISM STRATEGIC PLAN 2011 - 2015 · VISION “By 2015, ASEAN will provide an increasing...
Transcript of ASEAN TOURISM STRATEGIC PLAN 2011 - 2015 · VISION “By 2015, ASEAN will provide an increasing...
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ASEAN TOURISM STRATEGIC PLAN
2011 - 2015
พาวิณี ศนุาลยั
วิทยาลยันวตักรรม
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ASEAN National Tourism Organizations (ASEAN NTOs)
หวัหน้าโครงการ : Prof. Dr. Walter Jamieson
ผูอ้าํนวยการหลกัสตูรนวตักรรมการบริการ (Service Innovation Program)
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อาเซียนรวมตวัเป็นประชาคมเดียวกนัภายในปี 2558
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กระบวนการ
พฒันาแผน
Objective & Situation Analysis
Draft Plan & Action Plan
Presented at the ASEAN TourismTask Force, Singapore, April 2010
Presented at the ASEAN NTO Meetings,
Lombok Indonesia, July 2010
Presented at the ASEAN TourismTask Force, Thailand, October 2010
Presented at the ASEAN TourismForum, Brunei, January 2010
Presented at the ATF, CambodiaJanuary 2011
Stakeholder Meetings inASEAN Countries
Presented at the ASEAN TourismTask Force Meetings, Philippines,
November 2009
Presented at The ASEAN Tourism SpecialWorking Group Meeting, Solo,Indonesia, August 2010
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www.themegallery.com
Driving Forces• Social
• Technological
• Environmental
• Desire for Authenticity• Changing Population Demographics• Changing Social Demographics• Growing Concern for the Environmental• Demand for Experiential Tourism.
• Advances in Travel & Fuel Technology• Advances in Communication Technology• Advances in Building Technology• Advent of Space Tourism
• Climate Change• Global Pandemics• Greening
• Economic• Continued Economic Growth in Asia• Growing Asian Middle Class• Evolving Energy Landscape
• Political • Shift in Global Balance of Power• Rising Security Concerns
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VISION
“By 2015, ASEAN will provide an increasing number of visitors to the region with authentic and diverse products, enhanced connectivity, a
safe and secure environment, increased quality of services, while at the same time ensuring an increased quality of life and opportunities for residents through responsible and sustainable
tourism development by working effectively with a wide range of stakeholders.”
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STRATEGIC DIRECTIONS
Direction #1 Direction #2
Develop Experiential
Regional Products & Creative Marketing & Investment Strategies
Direction #3
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Regional Product & Creative Marketing
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Experiential Travel Creative Travel
Adventure Travel
Extended/ Long Stay Tourism
Generic & Mass Travel
Business Related Travel
ASEAN for ASEANS
Nature Heritage
Community Based
Tourism
Cruise & River-based
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สดัสว่นของนกัทอ่งเที่ยวสญัชาตอิาเซียน
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0
10
20
30
40
50
60
70
80
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Mill
ions
Intra-ASEAN Visitor Arrival
Total International Visitor Arrivals to ASEAN
(ASEAN Secretariat, 2012)
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Regional Product & Creative Marketing
2014
ASEAN for ASEAN
China & India Market
20132012
Experiential and Creative Market
Adventure Market
Business Travelers
2015
Extended/
Longstay Market
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STRATEGIC DIRECTIONS
Direction #1 Direction #2
Develop Experiential
Regional Products & Creative Marketing & Investment Strategies
Strategically Increase the Quality of
Services and Human Resources in the Region
Direction #3
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Service Quality & HR Development
Implement the MRA on ASEAN Tourism Professionals
and its requirements
Develop a set of ASEAN tourism standards with a certification process
ASEAN Green Hotel Standard
ASEAN Homestay Standard
ASEAN Public Toilet Standard
ASEAN Spa Service Standard
ASEAN Tourism Security and
Safety Guidelines
Front Office
Housekeeping
Food Production
Food and Beverage Service
Travel Agencies
Tour Operationhttp://msi.citu.tu.ac.th
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13
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มาตรฐานสมรรถนะพื้นฐานของบุคลากรวชิาชีพท่องเที่ยวแหง่อาเซียน
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มาตรฐานสมรรถนะพื้นฐานของบุคลากรวชิาชีพท่องเที่ยวแหง่อาเซียน
1) พนักงานทาํความสะอาด (Housekeeping)
2) พนักงานในสาํนกังาน (Front Office)
3) ผูผ้ลิตอาหาร (Food Production)
4) ผูใ้หบ้ริการอาหารและเครื่องดื่ม
(Food and Beverage Service)
5) ตวัแทนนาํเที่ยว (Travel Agencies)
6) ผูป้ระกอบการทอ่งเที่ยว (Tour Operation)
TOT Program for Master Trainer
Train of Master Assessor
Develop a Training Toolbox(common, generic core and functional competencies)
Review & implement the CATC(Common ASEAN Tourism Curriculum)
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แผนการเปิดเสรีการบริการ (Mode 3 : การตัง้สาํนกังาน)
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*Tourism, Healthcare, e‐ASEAN & Air Transport
49% 70%4 Priority Services*
Logistics 49% 51% 70%
Non‐Priority Services 49% 51% 70%
2551‐52(2008‐09)
2553‐54(2010‐11)
2556‐57(2013‐14)
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STRATEGIC DIRECTIONS
Direction #1 Direction #2 Direction #3
Develop Experiential
Regional Products & Creative Marketing & Investment Strategies
Strategically Increase the Quality of
Services and Human Resources in the Region
Enhance and Accelerate Travel Facilitation and
ASEAN Connectivity
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การเชื่อมโยงการเดินทางภายในภมูิภาค
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Advocate for a single visa for the ASEAN region
Work with other ASEAN bodies to
expand connectivity through air, water, rail and ground transportation
FACILITATY &
ASEAN
CONNECTIVITY
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การปรบัโครงสรา้งการทาํงาน
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ตวัอยา่งกิจกรรมในรายละเอียด
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2.1.1 Revise and develop an ASEAN green hotel standard with a certification process
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Adoption of the Strategic Plan in Cambodia , 2011
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