Thailand is famous for its impressive historical sites, its rich and vibrant cultures, its beautiful beaches, its scenic countryside, and its gentle, polite and genuinely friendly people. A 1990-1991 study on tourism, in which 1,450 tourist agencies in 40 major cities in 26 countries were interviewed, ranked Thailand first in the categories of warmth and friendliness, moderate accommodation cost and interesting nightlife. The country ranked fourth in the category of excellent cuisine, after France, Italy and Hong Kong. Thailand does not appear on the list of the 14 Asian and Pacific countries with beautiful scenery, but it was ranked second after Australia in terms of its overall appeal. Sadly, however, Thailand was also rated the second most polluted and unsanitary nation after India.
Reviewing the attractions cited above, it becomes clear that other countries have similar attractions. What then accounts for Thailand's success in the tourism industry?
The tourism industry came to the fore when Thailand was changing from a resource-based to a labor-based economy, an adjustment which was well suited for tourism development. This was coupled with the fact that the training and material input for tourist services were not as complex or extensive as those required for other kinds of industries. The high standard of service offered in Thai hotels and restaurants has remained consistently impressive. Thai hotels are known for their reasonable prices and top quality service. Thai staff are known for their pleasant, friendly and gentle character. Likewise Thai International Airways is world-renowned for its outstanding in-flight service. Good managerial skills have assisted in the maintenance of high quality service in nearly every realm of operation.