This dissertation is about small to medium sized hotels businesses in Thailand. It will investigate their use of events as a marketing tool. The study conducted online surveys by selected hundred hotels from the travel trade show in Thailand, 2010. Moreover, two selected hotels are interviewed by telephone and through telephone the results will be analysesis and compared asinto two case studies. The findings of the two different methods will be analysed in order to compareison the use of events as a marketing tool. Furthermore, limitations of this study and recommendations for future research will be given at the end of the project.
Events marketing is one of the marketing tools that the Tourism Authority Thailand (TAT) used to encouraged domestic tourism to travel within Thailand. Due toRegarding to the global financial crisis, health crises and domestic problems, the foreign tourism in Thailand has decreased 4.24% (Department of tourism report, 2005-2010). In terms of developing tourism’s contribution to the in economy, TAT has launched a campaign and co-operated with partners to stimulate domestic and international tourism to travel in Thailand, for example Pattaya International music festival (TAT Release, 2010).
However, to use events as a marketing tool is a the new concept that TAT is using to attempts to promote and develop the tourism industry with new markets as well as domestically travel for Thais (Policy and marketing plan). To engage with domestic tourism TAT attempts to be a host of a travel trade show at least twice a year, which to promotes to travel in Thailand (Policy, 2007-2010). Finally, not only TAT considers the importance of domestic tourism, but there are a number of majority of private company who havehas participated to promote the Thai discovery of Thailand in various activities as well.
With rRegardsing to the marketing events as marketing that TAT used to promote the domestic
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