Abstract:
Abstract: The purpose of this article is to present the driving macro-environment forces that will impact the tourism industry in Thailand. Tourism has become one largest and fastest growing industry in the global economy. It is an important sector in Thailand generating the foreign exchange earnings, increasing employment rate, national income, saving, investment as well as enhancing economic growth. The perishable nature of the tourism industry requires a need for accurate forecasts of future business. Understanding the driving forces including the globalization, advancement in informational technology, climate change, change in preferences and tastes, and the value of time order to measure the impact is essential for making a better managerial decision in strategic management process to encourage the positive effects.