Proceedings of The International Conference on Social Sciences in the 21st Century
Cultural Tourism and Marketing Communications in Thailand: Research Synthesis and Trends
Oraporn Suwannasank and Jantima Kheokao
The objectives of this research were to review and synthesize the research articles in relation to marketing communications in the area of cultural tourism. This research adopted qualitative method to conduct the synthesis. Its population was all the research articles concerned with marketing communications in the context of cultural tourism. Related research articles were published in the databases of EBSCO Host, Routledge, Wiley, and ScienceDirect during 2008 – 2018. An analysis of research synthesis was conducted based on the concept of marketing communications and cultural tourism. The sample was the number of research articles that had been selected from the population with purposive sampling technique. The key words search was as follows: cultural tourism and marketing communications. The findings indicated there were 13 research articles eligible for this research synthesis. It was also discovered the issues that have been studied in the field of marketing communications and cultural tourism were the role of marketing communications in the promotion of cultural tourism, strategic development of integrated marketing communication for cultural tourism promotion, the development of marketing communication channels for cultural tourism promotion, the tools of marketing communications, modelling marketing communications to fix their problems, and obstacles of marketing communication practices. In addition to qualitative, quantitative, and mixed research methods, it was found that research & development approach had been used to examine the issues.
Keywords: marketing communications, cultural tourism, cultural tourism coverage.