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The objective of the article was to analyze ASEAN tourism management for high-end tourists by assessing the competitive environment of tourists to increase competitiveness and advantage. The principle of Five Forces Model of Michael E. Porter was a tool for analysis to verify competence in a competitive business environment.
The results of the analysis found that the competitive environment and business opportunities; (1) intensity of rivalry; there are many existing competitors causing quite a lot of market shares. (2) bargaining power of buyers; it is quite large because there are more other products and services that can substitute. (3) bargaining power of suppliers : they can be replaced by other products but each replacement incurs both direct and indirect costs which was an obstacle for replacement. (4) New entrants are recurring all the times which was necessary to create a unique identity to enhance competitive advantages; and (5) substitute product is a part of the effect which must be attended by monitoring the situation, research and development to create a competitive advantage. From the analysis of these five forces, entrepreneurs must create a competitive strategy to create opportunities and protect against threats that were caused by the external competitive environment that affects to the business.
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