I do not understand how a country will want to change its image from cheap to expensive image without improve amenities.
For years ,Thailand was thought to be a place to retire , and a place for the middle class people to enjoy a reasonable low expensive vacation.
Foreigners were willing to disregards, garbage on the street, overflowing street gutters .If it rains, the street drains are goggled. Let us not mention a non existing and poor train and transportation system, traffic jams everywhere, rats running around bangkok streets in the nights....and many more- CHEAP is the answer, visitors can look the other way and excuse Thailand for their poor system
Thailand can't expect to raise price just to make it look expensive without additional amenities. They need to consider what are travel destinations available in the market .
With the world economy being in bad shape and inflation all around, traveller are looking for cheap vacation.. Thailand should feels lucky to be in the cheap category.