Business-charity-government strategic partnership: applying cause-related marketing in Thailand's tourism program

Paper

Sirisuthikul, Varintra and Kong, Eric. 2006. "Business-charity-government strategic partnership: applying cause-related marketing in Thailand's tourism program." Kennedy, Jessica and Di Milia, Lee (ed.) 20rd Australian and New Zealand Academy of Management Conference (ANZAM 2006). Yeppoon, Australia 06 - 09 Dec 2006 Queensland, Australia.
Paper/Presentation Title

Business-charity-government strategic partnership: applying cause-related marketing in Thailand's tourism program

Presentation TypePaper
AuthorsSirisuthikul, Varintra (Author) and Kong, Eric (Author)
EditorsKennedy, Jessica and Di Milia, Lee
Journal or Proceedings TitleProceedings of the 20th Australian and New Zealand Academy of Management Conference (ANZAM 2006)
Number of Pages15
Year2006
Place of PublicationQueensland, Australia
ISBN1921047348
Conference/Event20rd 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.

Keywordscause-related marketing, business-charity-government strategic partnership, tourism, Thailand
ANZSRC Field of Research 2020350711. Organisational planning and management
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsMonash University
Charles Sturt University
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