The Affect of Creative Marketing and Content Advertising Strategy of Spending Behavior of South Korean Tourists' Generation Y
Article Sidebar
Published:
Feb 28, 2019
Keywords:
creative marketing strategy content advertising strategy spending behavior generation Y
Main Article Content
Abstract
The article research was aimed at studying creative marketing strategy and content advertising of tourism in Thailand affecting spending behavior on goods and service of South Korean tourists of generation Y during their stay in Thailand. The data statistically analyzed with binary logistic regression. The research finding indicated that not only goods and service design, customer service, channels and distribution and sales administration. In case of creative marketing strategy in uniqueness of each local food, tourism program and activity, appreciation with nature, local life style and nightlife activity in content advertising affected spending behavior on goods and service of South Korean generation Y tourists.
Article Details
How to Cite
Choonhavejsakul, A., Na Pathum, S., & al., et. (2019). The Affect of Creative Marketing and Content Advertising Strategy of Spending Behavior of South Korean Tourists’ Generation Y. Journal of Thai Hospitality and Tourism, 14(1), 42–57. Retrieved from https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/175040
Section
Research Article
References
[1] Bennett, S. (2013). Stats to Convince Your Boss to Invest in Content Marketing. Retrieved November 18, 2016, from https://www.mediabistro.com/alltwitter/social-content-marketing-stats_b46012.
[2] Bowdery, R. & Bowdery, R. (2008). Basics Advertising 01: Copywriting. Singapore: AVA Publishing.
[3] Cochran, W. G. (2007). Sampling Techniques. 3rd ed. New York: John Wiley & Sons.
[4] Cronbach, L. J. (2003). Essential of Psychology Testing. New York: Harper Collins Publishers.
[5] Department of Tourism. (2016). International Tourists’ Statistics Visit Thailand. Retrieved May 25, 2016, from: https://www.tourism.go.th/home/details/11/221/25516.
[6] Department of Tourism. (2016). Originality of Long Stay. Retrieved November 15, 2016, from: https://www.2tat.or.th/longstay/thai/index.html.
[7] Engel, F. J., Blackwell, D. R. & Miniard, W. P. (1995). Consumer behavior. 8th ed. Fort Worth, TX: Dryden Press.
[8] Kapook. (2016). Let See…People 8 Generations, What Generation Are You?. Retrieved July 25, 2016, from: https://hilight.kapook.com/view/83492.
[9] Kuharatanachai, Chuchai. (2003). Introduction to Statistics. Department of Statistics, Mahanakorn Technical University, Bangkok.
[10] Matichon Newspaper. (2016, May 12). Tourism Revenues Reach 2.6 Trillion within 5 Months. International Tourists go in Thailand Enthusiastically.
[11] Ministry of Tourism and Sports. (2015). Tourism Strategy (2015-2017). Retrieved November 16, 2016, from: https://www.mots.go.th/ewt_dl_link.php?nid=7114.
[12] Mowen, J. C. & Minor, M. (1998). Consumer Behavior. 5th ed. Upper Saddle River, New Jersey: Pearson Hall.
[13] Naipinit, Aree, Kroeksakul, Patarapong. & Promsaka Na Sakolnakorn, Thongpol. (2014). Adjustment under Globalization. Songkhla Rajabhat University Academic Journal, 7(1), 1-12.
[14] Odden, L. (2012). Optimize; How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. New Jersey, New Jersey: John Wiley & Sons.
[15] Punyaroj, Suthichai. (2013). Creative Marketing. TPA News Journal, 119, 43-44.
[16] Rowinelli, R. J., & Hambleton, R. K. (1977). On the Use of Content Specialists in the Assessment of Criterion-Referenced Test Item Validity. Dutch Journal for Educational Research, 2, 49-60.
[17] Schiffman, L. G. & Kanuk, L. L. (2004). Consumer Behavior. 8th ed. Upper Saddle River, New Jersey: Prentice Hall.
[18] Schultz, D. E., & Block, M. P. (2009). Media Generations: Media Allocation in A Consumer-Controlled Marketplace. Ohio, OH: Prosper.
[19] Suwanasarn, Tawatchai. (2012). 5 Techniques of Content Marketing for Online. Retrieved November 12, 2016, from https:// kengtawatchai.blogspot.com/2013/07/5-content-marketing.html.
[20] Taylor, J. (2013). Stat to Convince Your Boss to Invest in Content Marketing. Retrieved November 12, 2016, from https://www.fatjoe.co.uk/author/fatjoetaylor.
[21] Thomson, S. K. (1992). Sampling. New York: John Wiley & Sons.
[22] Vanichbuncha, Kanlaya. (2006). Advanced Statistics, with SPSS for Windows. 5th ed. Department of Statistics, Faculty of Commerce and Accounting, Chulalongkorn University, Bangkok.
[23] Waltz, C. F., & Bausell, R. B. (1981). Nursing Research: Design, Statistics, and Computer Analysis. Philadelphia: F. A. Davis.
[24] Young, A. (2010). Brand Media Strategy: An Integrated Communication Planning in the Digital Era. New York, NY: Palgrave Macmillan.
[2] Bowdery, R. & Bowdery, R. (2008). Basics Advertising 01: Copywriting. Singapore: AVA Publishing.
[3] Cochran, W. G. (2007). Sampling Techniques. 3rd ed. New York: John Wiley & Sons.
[4] Cronbach, L. J. (2003). Essential of Psychology Testing. New York: Harper Collins Publishers.
[5] Department of Tourism. (2016). International Tourists’ Statistics Visit Thailand. Retrieved May 25, 2016, from: https://www.tourism.go.th/home/details/11/221/25516.
[6] Department of Tourism. (2016). Originality of Long Stay. Retrieved November 15, 2016, from: https://www.2tat.or.th/longstay/thai/index.html.
[7] Engel, F. J., Blackwell, D. R. & Miniard, W. P. (1995). Consumer behavior. 8th ed. Fort Worth, TX: Dryden Press.
[8] Kapook. (2016). Let See…People 8 Generations, What Generation Are You?. Retrieved July 25, 2016, from: https://hilight.kapook.com/view/83492.
[9] Kuharatanachai, Chuchai. (2003). Introduction to Statistics. Department of Statistics, Mahanakorn Technical University, Bangkok.
[10] Matichon Newspaper. (2016, May 12). Tourism Revenues Reach 2.6 Trillion within 5 Months. International Tourists go in Thailand Enthusiastically.
[11] Ministry of Tourism and Sports. (2015). Tourism Strategy (2015-2017). Retrieved November 16, 2016, from: https://www.mots.go.th/ewt_dl_link.php?nid=7114.
[12] Mowen, J. C. & Minor, M. (1998). Consumer Behavior. 5th ed. Upper Saddle River, New Jersey: Pearson Hall.
[13] Naipinit, Aree, Kroeksakul, Patarapong. & Promsaka Na Sakolnakorn, Thongpol. (2014). Adjustment under Globalization. Songkhla Rajabhat University Academic Journal, 7(1), 1-12.
[14] Odden, L. (2012). Optimize; How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. New Jersey, New Jersey: John Wiley & Sons.
[15] Punyaroj, Suthichai. (2013). Creative Marketing. TPA News Journal, 119, 43-44.
[16] Rowinelli, R. J., & Hambleton, R. K. (1977). On the Use of Content Specialists in the Assessment of Criterion-Referenced Test Item Validity. Dutch Journal for Educational Research, 2, 49-60.
[17] Schiffman, L. G. & Kanuk, L. L. (2004). Consumer Behavior. 8th ed. Upper Saddle River, New Jersey: Prentice Hall.
[18] Schultz, D. E., & Block, M. P. (2009). Media Generations: Media Allocation in A Consumer-Controlled Marketplace. Ohio, OH: Prosper.
[19] Suwanasarn, Tawatchai. (2012). 5 Techniques of Content Marketing for Online. Retrieved November 12, 2016, from https:// kengtawatchai.blogspot.com/2013/07/5-content-marketing.html.
[20] Taylor, J. (2013). Stat to Convince Your Boss to Invest in Content Marketing. Retrieved November 12, 2016, from https://www.fatjoe.co.uk/author/fatjoetaylor.
[21] Thomson, S. K. (1992). Sampling. New York: John Wiley & Sons.
[22] Vanichbuncha, Kanlaya. (2006). Advanced Statistics, with SPSS for Windows. 5th ed. Department of Statistics, Faculty of Commerce and Accounting, Chulalongkorn University, Bangkok.
[23] Waltz, C. F., & Bausell, R. B. (1981). Nursing Research: Design, Statistics, and Computer Analysis. Philadelphia: F. A. Davis.
[24] Young, A. (2010). Brand Media Strategy: An Integrated Communication Planning in the Digital Era. New York, NY: Palgrave Macmillan.