Myat Su Yin John Walsh

participation in travel marts, and travel shows
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To diversify tourism products in golf tourism, 
wellness and spa tourism
Deliberate strategy
Realized strategy
Unrealized strategy
Emergent strategy
Unrealized strategy
•
Crisis response strategy
•
Image restoration strategy
•
Integrated marketing strategy
•
Revamped marketing themes 
and revised action plans
Realized strategy
1.Revamped marketing plan
•
Positioning as a cost 
effective, value for money 
destination
•
Increase usage of 
eMarketing promotions
2. Crisis response strategy
•
Assistance to tourists during 
crises
•
Crisis management strategy
•
Government stimulus 
packages to assist tourism 
related business
3. Image restoration strategy
•
PM, ministers and industrial 
level apologies
•
Fees exemption and discount 
measures including visa 
4. Integrated marketing strategy
•
Weekend and short trip 
packages
•
Celebrity aided marketings
•
Appointment of external PR 
firm
•
Collaboration with national 
carrier and private sector
•
Quality destination 
positioning strategy
•
Unpopular theme, such as 
7 wonders of Thailand
Deliberate strategy
•
Effective usage of 
eMarketing 
•
Organizing mega fam 
trips, travel marts and 
trade shows
•
New offices open