Digital Marketing for promoting Thailand Tourism, Case Study: The Tourism Authority of Thailand

Ing. Nunthanut Kewsuwan

Diplomová práce

Abstract:

Diploma thesis is focused on analyzing and measuring the effectiveness of the Tourism Authority of Thailand (TAT)’s digital marketing strategies. Theoretical overview on digital marketing in general, the role of digital marketing in tourism industry,TAT’s digital marketing, as well as reviews of research variables including with awareness, interaction and travel decision was performed in the work. Further, a conceptual framework and hypotheses were formulated to underlie the research study. In the research an interview with director of Marketing Information Technology Office,Tourism Authority of Thailand, Ms. Thapanee Kiatphaibool was conducted. Additionally, the survey was collected from both groups of domestic and international tourists to analyze and test hypotheses using SPSS statistical program. Based on the findings, the proposals on improvement of current digital marketing strategies for the Tourism Authority of Thailand were suggested.

Keywords

Marketing, digital marketing strategy, online marketing, tourism, travel decision, Thailand Tourism, Tourism Authority of Thailand

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 13. 5. 2014

Obhajoba závěrečné práce

• Obhajoba proběhla 16. 6. 2014
• Vedoucí: doc. Ing. Alena Klapalová, Ph.D.
• Oponent: doc. Ing. Radoslav Škapa, Ph.D.

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Ekonomika a management / Podnikové hospodářství (angl.)