Business-charity-government strategic partnership: applying cause-related marketing in Thailand's tourism program
Paper
Paper/Presentation Title | Business-charity-government strategic partnership: applying cause-related marketing in Thailand's tourism program |
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Presentation Type | Paper |
Authors | Sirisuthikul, Varintra (Author) and Kong, Eric (Author) |
Editors | Kennedy, Jessica and Di Milia, Lee |
Journal or Proceedings Title | Proceedings of the 20th Australian and New Zealand Academy of Management Conference (ANZAM 2006) |
Number of Pages | 15 |
Year | 2006 |
Place of Publication | Queensland, Australia |
ISBN | 1921047348 |
Conference/Event | 20rd Australian and New Zealand Academy of Management Conference (ANZAM 2006) |
Event Details | 20rd Australian and New Zealand Academy of Management Conference (ANZAM 2006) Parent Australian and New Zealand Academy of Management Conference Delivery In person Event Date 06 to end of 09 Dec 2006 Event Location Yeppoon, Australia |
Abstract | The 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. |
Keywords | cause-related marketing, business-charity-government strategic partnership, tourism, Thailand |
ANZSRC Field of Research 2020 | 350711. Organisational planning and management |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | Monash University |
Charles Sturt University |
https://research.usq.edu.au/item/9z82y/business-charity-government-strategic-partnership-applying-cause-related-marketing-in-thailand-s-tourism-program
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