Thesis

Marketing of tourism : a study of the promotion of Thailand as a destination for tourists from the U.K.

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Awarding institution
  • University of Strathclyde
Date of award
  • 1986
Thesis identifier
  • T5474
Qualification Level
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Department, School or Faculty
Abstract
  • Tourism in Thailand plays a significant role by its contribution to the fulfilment of the country's economy and social benefits. As the principal export revenue, tourism is adopted as one of Thailand's priorities for development. The administration of these matters is carried by the semi-government body called the Tourism Authority of Thailand. Various forms of effort have been put into promoting Thailand as a tourist destination for tourists from the U.K. ; the U.K. being second most important European generating country for Thailand. Three main elements of promotional effort are advertising, sales activities, and public relations. The study is made to examine the effectiveness of T.A.T.'s promotional activities to the travel trades in this market by means of a postal survey. It has been found that insufficient attention is afforded to tourism in Thailand. Although most tour operating companies in the U.K. are familiar with Thailand to a fair extent, the recall of T.A.T.'s promotion is still low and the country's image needs to be improved. In the main, Thailand does have the potential of becoming one of the most popular destinations for tourists from the U.K.. Apart from its diverse tourist products and good tourist-related services, Thailand is located in a strategic position as South East Asia's nearest point from the U.K. and the gateway to the Far East. To achieve this, more direct promotional efforts have to be directed both to ultimate customers and the travel trades by applying the concept of marketing as a whole.
Advisor / supervisor
  • Kinsey, J. (Joanna)
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