Marketing Diversity Strategy and Marketing Performance: An Empirical Investigation of Hotel Businesses in Thailand

  • Daranee Ketchompu Mahasarakham Business School, Mahasarakham University
  • Prathanporn Jhundra-indra
  • Karun Pratoom
Keywords: Marketing Diversity Strategy, Marketing Competitiveness, Marketing Performance


This research attempt to integrate the key components of marketing diversity strategy namely; integrated marketing communication capability, multi-marketing channel orientation, targeted marketing campaign focus, customized marketing segmentation implementation and various marketing program emphasis into a proposed model. The main purpose of this research was to determine the effect of five dimensions of the marketing diversity strategy on marketing performance. The results were derived from a survey of 161 four-five star hotels in Thailand, from which the marketing directors and marketing managers were the key informants. The OLS regression analysis indicates that three dimensions of marketing diversity strategy, which consist of integrated marketing communication capability, customized marketing segmentation implementation, and various marketing program emphasis have positively influence on marketing competitiveness. Furthermore, marketing competitiveness has a strong positively influence on marketing performance. Finally, this research provides theoretical and managerial contributions of marketing diversity strategy to improve business practice guidelines of hotel businesses in Thailand, to expand of previous literatures, and the recommendations of further research direction.


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