Enhancing International Tourist Brand Awareness in the Digital Economy: A Case Study of Bangkok in Thailand
Journal Title: Advance Knowledge for Executives - Year 2024, Vol 3, Issue 1
Abstract
Objective: In an era dominated by the digital economy, an effective marketing communication strategy that leverages online platforms is essential for building brand awareness of Bangkok among international tourists. The study’s objective is to investigate and gain a comprehensive understanding of the perspectives and preferences of tourists who choose to visit Bangkok, the capital of Thailand. Specifically, through demographic factors, the research aims to identify effective marketing communication strategies that can be employed to build and enhance brand awareness for Bangkok among international tourists. Methodology: A quantitative approach was utilised, collecting data from European tourists visiting Bangkok in Thailand. The data was collected from 400 respondents through the use of online questionnaires. Statistical methods adopted percentages, means, standard deviations, T-tests, and one-way ANOVA (F test), to extract meaningful statistical insights. Results: European tourists show a keen interest in Bangkok's cultural experiences, natural beauty, and modern amenities, contributing to the city's positive brand image as a tourist destination. Age and income significantly affect tourists' brand perceptions, while factors like marital status, education level, and occupation have a lesser impact. This information can guide marketing and service strategies to enhance Bangkok's appeal to European tourists. Implications: This research serves not only academic purposes but also offers practical applications for stakeholders in the hospitality and tourism sector. It empowers businesses, marketers, and policymakers to make informed decisions that can enhance the overall tourist experience in Bangkok and support the industry's continued growth and beyond.
Authors and Affiliations
Chinnapakjarusiri, N. , Rafiyya, A. , & Kasrisom, A.
Keywords
Related Articles
- EP ID EP731719
- DOI -
- Views 32
- Downloads 0
The Relationship between Engagement, Motivation, Cognitive Process, Student Satisfaction, and Effectiveness of Distance Education among a Higher Education University's Students
Objective: With the sudden COVID-19 shift away from the classroom in many parts of the world, some question whether adopting online learning or distance education will persist post-pandemic and how such a shift would aff...
Designing a Debit Card for Visually Impaired Children: Challenges and Solutions
Objective: The objective is to develop a debit card that allows visually impaired children to use it independently without external assistance. This research explains the challenges and solutions in designing a blind deb...
A Book Review: Principle of Economics (Asst. Prof. Tanpat Kraiwanit, Ph.D.)
Objective: This review aims to analyse the principles of economics from Principles of Economics, written by Assistant Professor Tanpat Kraiwanit, Ph.D., and explores related articles to each topic, such as critical think...
Business Model and Strategy : A Case Study Analysis of TikTok
Objective: This paper proposes TikTok's business model and strategy as a case study analysis. Method: This article was reviewed using systematic literature. The scholarly publications from EBSCO, Google Scholar, Scopu...
The Impact of Talent Management on Employee Satisfaction and Business Performance in the Digital Economy : A Qualitative Study in Bangkok, Thailand
Objective: This study explains the impact of talent management on employee satisfaction and business performance in the digital economy in Bangkok, Thailand. Methods: The interview questions were developed based on ac...