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Title: Development of marketing communication strategy for branding in the dental tourism industry in Thailand
Authors: Papon Chongthanavanit 
Keywords: Marketing communication strategy;Branding;Dental tourism industry
Issue Date: 2020
Publisher: University of the Thai Chamber of Commerce
Thailand’s strategy is to integrate tourism and health industries in order to add value to general tourism. While other countries such as India, Singapore, and Malaysia also have the same policy to position themselves as a medical hub in Asia, Thailand has no branding and unique marketing communication to distinguish itself from competitors. This study was carried out to develop a branding of Thailand’s dental tourism to differentiate its dental services from other countries. This thesis has three objectives including all aspects of the communication model which are the sender, message, channel, receiver, and effect. A mixed-method approach was used to understand (1) dental tourism businesses’ branding situation, and (2) the marketing communication situation. Then, (3) a marketing communication strategy known as “CRAFTS” for Thailand’s dental tourism branding was proposed to seven experts. The findings can be useful to facilitate the effectiveness of the “CRAFTS” branding and marketing communication strategy formulation for Thailand’s dental tourism. The branding can be used to help improve the quality of tourism services to meet the needs and increase the satisfaction of foreign tourists and distinguish Thailand from its competitors. Declaration of Conflicting Interests and Funding I declare no potential conflicts of interest with respect to the research, authorship, and/or publication of this thesis. I gratefully acknowledge the funding received towards my doctoral degree from Royal Golden Jubilee Ph.D. (RGJPHD) Thailand.
Subject(s): Communication in marketing
Medical tourism--Thailand
Branding (Marketing)
Resource type: Dissertation
Language: eng
Physical location: University of the Thai Chamber of Commerce. UTCC Central Library
Appears in Collections:GS: Theses / Independent Studies

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