Main Article Content
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.
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