Indicative content:
• Marketing campaign – branding/highlight the many features/other
areas/raise awareness
• Market research – identify tourist habits and tourists to target
• Monitor/raise standards – training
• Marketing to different segments – long haul may stay longer
• Policies – advise and educate tourism organisations
• Lobby the government – to improve the industry
• Arrange events
Credit all valid responses in context
Level 1 (1–2 marks)
Will identify up to two valid ways, providing some detail but will be mainly
descriptive.
Level 2 (3–4 marks)
Can be awarded for an explanation of the way, clearly indicating how this
has caused tourists to stay longer.
Level 3 (5–6 marks)
Can be awarded for evaluative comment about the significance/importance
of particular way. Better answers will have a reasoned conclusion.
The Tourism Authority of Thailand can concentrate its marketing on
highlighting the many features of Thailand to create a desire to stay longer
and experience more of Thailand [L1]. They can conduct research in to
tourist habits to identify suitable tourist/markets to target, who are likely to
stay longer [L1]. If tourists are aware of the varied features, products and
services available they may be tempted to stay longer [L2]. Backpackers
that may be on route through Asia and stay for a short time only can be
targeted by raising awareness of the features of Thailand outside of the
normal tourist areas [L2] creating the desire to stay longer and experience
all these features [L3].