Integrated Communication to Promote Thai Tourism Image in Digital Era

Abstract

This academic article aims to study and propose integrated communication guideline to promote Thai tourism in digital era based on (1) brand building (Solomon, M. R. 2020) (2) word of mouth marketing (Chaffey, D. & Ellis-Chadwick, F., 2019) (3) mobile marketing (Dodson, I., 2016) (4) 5A marketing (Kotler, P., Kartajaya, H., & Setiawan, I., 2017) conceptual framework. Authors reviewed literatures related to integrated communication in digital era in tourism industry. The study revealed that at present time consumer’s tourism information seeking behavior has changed. Modern communication technology is device that affects tourists’ information selection. Travellers consume tourism content via online channel. Therefore, stakeholders in tourism industry implement online integrated communication increasingly.