SWOT analysis of a ladyboy cabaret show market in phuket province, Thailand

Abstract

The objective of this article is to evaluate the strengths, weaknesses, opportunities and threats for a Ladyboy Cabaret Show market in Phuket province, Thailand. The researchers applied the qualitative method to collect data from ten key informants. The results show that a Ladyboy Cabaret Show market is one of the entertainment markets which has enough potential to attract tourists. SWOT analysis identified ten strengths, eight weaknesses, ten opportunities and nine threats. Therefore, in order for a Ladyboy Cabaret Show market to be incorporated successfully in the entertainment market in Phuket province, promotion activities which enhance the awareness of tourists to ladyboys must be initiated. Also, creating souvenirs that depict Ladyboy Cabaret Shows, which put emphasis on ancillary services should be considered.