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

Sirisuthikul, Varintra and Kong, Eric (2006) Business-charity-government strategic partnership: applying cause-related marketing in Thailand's tourism program. In: ANZAM 2006: Management: Pragmatism, Philosophy, Priorities, 6-9 Dec 2006, Yeppoon, Australia.

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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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions.
Faculty / Department / School: Historic - Faculty of Business - Department of Management and Organisational Behaviour
Date Deposited: 30 Mar 2010 02:53
Last Modified: 02 Jul 2013 23:39
Uncontrolled Keywords: cause-related marketing, business-charity-government strategic partnership, tourism, Thailand
Fields of Research : 15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150312 Organisational Planning and Management
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services

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