Business-charity-government strategic pertnership : applying cause-related marketing in Thailand's tourism program
conference contribution
posted on 2017-12-06, 00:00 authored by V Sirisuthikul, E KongThe current cause-related marketing concept mainly focuses on the relationships between charities and private firms. Very little research has investigated the role of government in the cause-related marketing concept. The government agencies such as the National Tourism Organisation (NTO) in Thailand often play a key role in Thai tourism industry as they regulate policies to both for-profit and non-profit organisations in the country. Thus, it is inappropriate to ignore the important role of the government in tourism marketing strategy. This paper provides an example of how the NTO may apply cause-related marketing to establish partnership tourism program, particularly after the 2004 Indian Ocean Tsunami in Thailand. The key contribution of the paper is to highlight the significance of business-charity-government strategic partnership.
Funding
Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)
History
Editor
Kennedy J; Di Milia VParent Title
Proceedings of the 20th ANZAM Conference [electronic resource] : Management : pragmatism, philosophy, prioritiesStart Page
1End Page
14Number of Pages
14Start Date
2006-01-01ISBN-10
1921047348Location
Yeppoon, Qld.Publisher
Australian and New Zealand Academy of ManagementPlace of Publication
Lindfield, NSWPeer Reviewed
- Yes
Open Access
- No
External Author Affiliations
Department of Marketing; International conference; School of Commerce;Era Eligible
- No