An investigation into the relationship between country image and destination image in tourism promotion: The case of Thailand

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Nimit Soonsan


Country and Destination image are two important deciding factors in the selection of tourism destination and also respond for the growth of tourism industry. However, only few literatures explained about the issue for destination image as a country context to Thailand. This article presents a review and discussion of the concept regarding destination image of tourism industry in Thailand as a country context involved to match destination image and country image. Based on the results from previous studies, a comprehensive situation analysis of destination image of Thailand was developed. Also, the results could be provided important implications for future strategic image management in Thailand and used to design and implement marketing program for example creating tourism destination image, implementing tourism marketing program, and improving tourism destination image.

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