กลยุทธ์สื่อสารการตลาดของการท่องเที่ยวแห่งประเทศไทยเพื่อสนับสนุนนโยบาย “ปีท่องเที่ยววิถีไทย 2558”

Abstract

The purposed of this research aimed to 1) study marketing communication strategies of the Tourism Authority of Thailand to support the policy “2015 Discover Thainess” 2) to study the planning of marketing communication strategies of the Tourism Authority of Thailand to support policy “2015 Discover Thainess”. This research used qualitative methods including (1) in-depth interviews with 10 keys informants using the snowball sampling technique (2) a documentary analysis of 300 news clippings and data regarding the 2015 Discover Thainess policy.

            The research findings reveal that the marketing communication strategies of the Touism Authority of Thailand to support policy “2015 Discover Thainess” consist of a strategy to elevate the policy to national agenda to build alliances, a strategy to strengthen power to drive the policy forward, a strategy to cooperate with the media, a strategy to create products and services to stimulate the campaign “2015 Discover Thainess”, a strategy to establish cooperation with business enterpreneurs, a strategy to boost tourism by organizing special activities, a strategy for image rebranding and advertising, and public relations: strategies.

            Moreover, the research findings show that the planning of marketing communications strategies was implemented with 7 steps.