Marketing: Events as marketing tools in Thai hospitality industry

Hu, Wenzhuo (2012) Marketing: Events as marketing tools in Thai hospitality industry. [Dissertation (University of Nottingham only)] (Unpublished)

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Thailand is a developing country in Southeast Asia. It is one of the top tourist destinations in the world. The tourism industry has a big impact on this country’s economy, largely from foreign tourism. Tourism Authority Thailand as a marketing tool promotes Tai tourism industry and as a new concept to develop policy and marketing plan in tourism market in Thailand. However, the most of previous studies just have focused on foreigner travel in Thailand but only a few studies mentioned Thailand as a Thai tourism destination to affect Thai hospitality industry. Therefore, this dissertation will investigate some hotels in Thailand by event marketing tools and also will research how Thai small to medium sized hotels use experiential event marketing skills to stimulate their business and Tai hospitality industry.

This research aims to use marketing experiential skill tool to promote Thailand target business market group (the medium and small sized hotels). In terms of choosing the suitable subject, the dissertation author decided to focus on the events marketing area. Events marketing are a new marketing tool that Tourism Authority Thailand uses attempts to promote the tourism industry in Thailand. Therefore, the events as the marketing tool will be studied in particular.

The results of this dissertation will be analyzed and compared by case study and interview. The findings will use event marketing tool to compared and analyzed. As a result, this dissertation provides a good foundation for future research and the dissertation author recommendations that the events marketing tool should be future studied as a marketing tool in hospitality industry developing

Keywords: Marketing, events marketing tool, marketing skill, hospitality industry, tourism market.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 12:56
Last Modified: 19 Oct 2017 13:10

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