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dc.contributor.authorSrinok, Natchayaen_US
dc.contributor.authorณัฐชยา ศรีนอกen_US
dc.date.accessioned2020-12-02T10:50:47Z
dc.date.available2020-12-02T10:50:47Z
dc.date.issued2020-12-02
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/3507
dc.descriptionการค้นคว้าอิสระ (ทล.บ.) – มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2562en_US
dc.description.abstractElephant tourism is very famous in Thailand, but it can pose difficulties regarding ethical issues from an animal welfare stand point. In order to address the problem, it is important for marketers to have tourists understand the real meaning of elephant camp activities. With the goal of making the highest productivity use of marketing communication (MC) tools for elephant camp business, the focus of this study is to examine the productivity from different kinds of MC tools, and purchasing decisions of tourists in relation to Thai elephant camp’s services and products, involving a case study of Ayutthaya Elephant Palace & Royal Kraal. This study employs qualitative method to cluster the data by in-dept interview from two administrators of the elephant camp, 20 Thai tourists, three foreign tourists and eight tourist guides. The results show a preference, in order, for purchasing the elephant camp’s services and products from public relations, personal selling, sale promotion and advertising, respectively. In addition, most of the key informants agree that mass media and social media are the most powerful MC tools. On the other hand, advertising through brochure, billboard and poster is less effective than other MC tools. Along with content marketing, MC tool selecting is one of the important ways to turn Thailand’s elephant tourism into a more successful industry.en_US
dc.description.sponsorshipRajamangala University of Technology Phra Nakhonen_US
dc.language.isothen_US
dc.subjectMarketingen_US
dc.subjectMarketing communicationen_US
dc.subjectElephant Campen_US
dc.subjectการตลาดen_US
dc.subjectการสื่อสารการตลาดen_US
dc.subjectธุรกิจปางช้างen_US
dc.titleMarketing communication tools for elephant camp business a case study of ayutthaya elephant palace & royal kraalen_US
dc.title.alternativeเครื่องมือสื่อสารทางการตลาดของธุรกิจปางช้าง กรณีศึกษาวังช้างอยุธยา แลเพนียดen_US
dc.typeIndependent Studyen_US
dc.contributor.emailauthorarit@rmutp.ac.then_US


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