The Consumers’ Attitude towards Brand Activism of Tourism Authority of Thailand: A Case Study of LGBTQ+ Targeted Marketing Strategies

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Title: The Consumers’ Attitude towards Brand Activism of Tourism Authority of Thailand: A Case Study of LGBTQ+ Targeted Marketing Strategies

Author: Mr. Lucky Darlami

Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul

Degree: Master of Business Administration

Major: General Management

Faculty: Graduate School

Academic year: 2566 (2023)

Published: The 4th International Students Conference on Academic Multidisciplinary Research 2024 (ISCAMR 2024) March 21, 2024  (pp.245-256)  ISCAMR 2024


Abstract

In an era of increasing visibility of social movements and LGBTQ+ acceptance, brands must reassess their stance on inclusiveness, extending from internal company culture to public marketing communications. The objective of this study was to explore how LGBTQ+ consumers in Thailand perceived the Tourism Authority of Thailand (TAT)’s campaign, “Go Thai. Be Free,” within the context of Thailand’s evolving social and legislative landscape regarding LGBTQ+ rights. This study used the qualitative method, and carried out in-depth interviews with 20 LGBTQ+ individuals across various age cohorts (Gen Z, Gen X, and Gen Y) to gauge their attitudes towards TAT’s LGBTQ+-focused marketing strategies. The findings revealed generational differences in perceptions: Gen Z expects inherent diversity in brand advertisements, while Gen X and Y exhibit a positive outlook, appreciating TAT’s commitment to equality and inclusivity. Notably, the study found no significant impact of generational sentiments on travelers’ choices influenced by TAT’s LGBTQ+ marketing initiatives. Instead, the quality and personal relevance of the offerings remain the primary determinants of tourist service selection, rather than brand activism alone. This research underscores the need for marketers and policymakers to adopt a balanced approach that integrates socially responsible marketing with high-quality services to effectively engage contemporary consumers. The insights provided are crucial for developing strategies that resonate with diverse consumer preferences.

Keywords: LGBTQ+, brand, activism, consumer, attitudes, Generation X, Generation Y, Generation Z, tourism marketing,


The Consumers’ Attitude towards Brand Activism of Tourism Authority of Thailand: A Case Study of LGBTQ+ Targeted Marketing Strategies

6517190024 Mr. Lucky Darlami Mr. Lucky Darlami 2566 (2023) The Consumers’ Attitude towards Brand Activism of Tourism Authority of Thailand: A Case Study of LGBTQ+ Targeted Marketing Strategies. สารนิพนธ์ (Independent Study), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), บริหารธุรกิจมหาบัณฑิต (บธ.ม.) – Master of Business Administration, การจัดการทั่วไป – General Management, Bangkok: Siam University

Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), บริหารธุรกิจมหาบัณฑิต (บธ.ม.) – Master of Business Administration,การจัดการทั่วไป – General Management

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