International marketing communication: a case study of Thai spa products and services in the United Arab Emirates

dc.contributor.advisorJitraporn Sudhivoraseth
dc.contributor.authorAlhuda Chanitphattana
dc.date.accessioned2022-11-07T03:40:25Z
dc.date.available2022-11-07T03:40:25Z
dc.descriptionThesis (Ph.D. (Communication Art and Innovation))--National Institute of Development Administration, 2017th
dc.description.abstractThe objectives of this research, International Marketing Communications: A Case Study of Thai Spa Products and Services in the United Arab Emirates are 1) To study marketing communication between Thailand and overseas in terms of product export and service of spa business in the United Arab Emirates; 2) To study beliefs, cultures, and lifestyle of the Muslim people in the United Arab Emirates; 3) To study satisfaction and expectations of spa users in the United Arab Emirates towards product and service of Thai spa businesses; 4) To study news exposure and social media application usage behaviors of the spa users in the United Arab Emirates; 5) To analyze problems, restrictions and practices Thai spa products and services in the United Arab Emirates; and 6) To analyze factors in developing international marketing communications for Thailand in terms of Thai spa product and service exports to the United Arab Emirates.th
dc.description.abstractThere are three pillars of research - Thai spa business, religion and culture, and international marketing communications. The focus would be on both Thai spa products and service sectors. This research used the mixed methods approach to incorporate both qualitative and quantitative studies.th
dc.description.abstractThe result of the qualitative study shows that the methods of marketing communications of Thai spa products and services are operated by both Thai public sector and private sector. In the public sector, international marketing communications channels include exposure in the beauty product expos and also through an advertisement on television. In the private sector, international marketing communications channels are presented in the Integrated Marketing Communications (IMC) method. As the United Arab Emirates is a Muslim country in the Middle East, results of the literature review and the in – depth interview show that beliefs and cultures directly influence Thai spa products and services business.th
dc.description.abstractMoreover, the result of the quantitative study shows that the Thai Spa customers received information from online media the most, followed by the word-ofmouth, TV, print media, and billboard. It was also found that the users of Thai spa products and services mostly have the account of Instagram, followed by Facebook, Whatsapps, Twitter, and Snapchat, respectively.th
dc.description.abstractAccording to the result of comprehensive research there are six important factors, which could develop International Marketing Communications of Thai spa products and service in the United Arab Emirates. These factors are 1) demographic characteristics, 2) economics factors, 3) political and legal environment, 4) geographic characteristics, 5) culture environment and 6) communications characteristics.th
dc.format.extent321 leavesth
dc.format.mimetypeapplication/pdfth
dc.identifier.doi10.14457/NIDA.the.2017.135
dc.identifier.otherb199232th
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/6048
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.subjectInternational marketing communicationth
dc.subjectวิทยานิพนธ์ได้รับรางวัลประจำปี 2561th
dc.subjectวิทยานิพนธ์ได้รับรางวัลth
dc.subjectวิทยานิพนธ์รางวัลดีth
dc.subjectPrize thesesth
dc.subject.otherMarketing communicationsth
dc.subject.otherSpa businessth
dc.titleInternational marketing communication: a case study of Thai spa products and services in the United Arab Emiratesth
dc.typetext--thesis--doctoral thesisth
mods.genreDissertationth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth
thesis.degree.departmentGraduate School of Communication Arts and Management Innovationth
thesis.degree.disciplineCommunication Art and Innovationth
thesis.degree.grantorNational Institute of Development Administrationth
thesis.degree.levelDoctoralth
thesis.degree.nameDoctor of Philosophyth
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