The factors of crisis communication and integrated marketing communication in tourism of thailand

Abstract

This research aims to study influence of factors on crisis communication in tourism and integrated marketing communication of entrepreneurs and foreign tourists. This study is quantitative research by survey using end-closed questionnaires with data collecting from 400 foreign tourists and 400 entrepreneurs. The statistics used for data analysis by descriptive analysis include Frequency Distributions, Percentage, Mean, Standard deviation. And analyze The Linear structural equations modeling by LISREL. The research results showed that the foreign tourists expected that during the crisis, Thailand should ensure the safety of tourists. The most suitable integrated marketing communication tool after crisis is country identities. From entrepreneurs’ side, they also expected that the entrepreneur should be communicated directly with officer in charge during the crisis about sale promotion and changed tourism program for safety. Also the most suitable integrated marketing communication tool after the crisis is internet. The linear structural equation modeling of either group is consistent with the empirical data. Thailand reacted to the crisis occurred rapidly by using the two-way communication to provide information to tourists best describe crisis communication at 87 percent. On the other hand, marketing promotion best describe integrated marketing communication at 74 percent.