Thailand's communication model in the post-covid-19 wellness tourism destination branding 

dc.contributor.advisorKullatip Satararujith
dc.contributor.authorPinnachan Dangulavanichth
dc.date.accessioned2023-12-12T07:16:14Z
dc.date.available2023-12-12T07:16:14Z
dc.date.issued2024th
dc.date.issuedBE2567th
dc.description.abstractThe COVID-19 pandemic has had a devastating effect on the global health and economy, including Thailand's tourism industry. Prior to the pandemic, Thailand’s tourism industry was flourishing, but it experienced a significant decline in GDP and an increase in unemployment. However, there is a growing interest in wellness tourism, and Thailand's strength in the wellness industry presents an opportunity for recovery.  This current research explored Thailand’s post COVID-19 communication model in wellness tourism destination branding by addressing three research objectives. The first objective is to investigate the impact of the COVID-19 pandemic on Thailand’s wellness tourism industry from the perspective of DMOs. The second objective is to identify potential wellness destination brand positioning that can attract prospective tourists to choose Thailand as a post-COVID-19 wellness tourism destination. The third objective is to develop a comprehensive wellness tourism destination brand communication model that can be beneficial to the government, tourism destination marketers, and other tourism stakeholders. The research methodology employed a combination of qualitative and quantitative approaches. Qualitative research involved interviews with key informants from various organizations and experts in tourism and branding. Based on this research, six facets were identified for Thailand’s post-COVID-19 brand identity prism, including Physique, Personality, Culture, Relationship, Reflection, and Self-Image. Quantitative research was conducted using a survey administered to 408 international tourists who visited Thailand between August and October 2022. The data collected revealed that Thailand's wellness tourism brand met tourists' expectations in terms of reflection and self-image, while the cultural facet exceeded expectations and was highly important. The Physique, Personality, and Relationship facets were ranked lower in perceptions but were still considered highly important. Based on these findings, Thailand should focus on promoting its cultural facet and highlighting the opportunity for tourists to reflect on their well-being and personal development. Emphasizing the importance of the Physique, Personality, and Relationship facets in wellness tourism offerings can also attract more tourists. The study used Confirmatory Factor Analysis (CFA) to evaluate the structural equation model and analyzed the empirical data using AMOS. The study found that the perception of the wellness tourism destination brand has a significant positive effect on attitude towards Thailand's wellness tourism destination brand, which in turn has a significant positive effect on COVID-19 related factors and the selection of Thailand as a wellness destination. This signified that, in the post COVID-19 stage, the tourists might not consider the policies and statements addressing COVID-19 such as SHA or COVID-free as an important matter in selecting wellness destination. The findings recommended the HEAL model (Heritage, Experience, Authentic, and Likability) for Thailand’s promotional message design. The Heritage facet emphasized the significance of culture, traditions, and unique practices in creating exceptional wellness experiences. The Experience facet focused on offering a seamless wellness journey, addressing concerns, and prioritizing health and safety. The Authentic facet highlights the promotion of “Thai-ness” by integrating visible and vivid cultural elements. Lastly, the Likability facet showcases Thailand’s reputation for amicability, top-notch service, wellness competence, sincerity, sophistication, and commitment to hygiene and safety. By incorporating these insights, Thailand can redefine itself as a sought-after destination for transformative wellness journeys. This research could be beneficials for government, tourism destination marketers, policy makers, and other tourism stakeholders in the development of effective wellness tourism destination branding strategies that enhance Thailand’s competitiveness in the global tourism market.th
dc.format.mimetypeapplication/pdfth
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/6720th
dc.language.isoength
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.th
dc.titleThailand's communication model in the post-covid-19 wellness tourism destination branding th
dc.typetext--thesis--doctoral thesisth
mods.genreDissertationth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth
thesis.degree.grantorNational Institute of Development Administrationth
thesis.degree.levelDoctoralth
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