Proceedings of The International Conference on Social Sciences in the 21st Century
Marketing communication for LGBT in Thailand Tourism Industry: A preliminary Findings
Supitcha Pornsuksawat and Jantima Kheokao
This research is aimed to indicate the significance of marketing communication in order to promote tourism based on LGBT tourists by using representative sample. The research is published on EBSCO database. As a result, the sample relates to six subjects, which reveals that the study of SMCR Model (Berlo,1960) has the highest number of research; First, media receptor (R) in four subjects (66.67%). Second, sender (s) and channel (c) in only one subject (16.67%). The last one is media (M). The three main theories in the research; the first one is Tourist behavior in five subjects (83.33%), the second one is the inspiration in four subjects (66.67%) and the last one is the attitude in two subjects (33.33%). The researchers used three different methods: Quantitative research, Qualitative research and Mix methodology. The researcher team mainly used quantitative research in four subjects (66.67%) and merely used qualitative research and mix methodology in only one subject for each (16.67%).
Keywords: LGBT, LGBT tourism, Thailand tourism.