The project in five facts.
Challenge, approach and results.
In the diploma thesis, we comprehensively examine the consumer experience of tourists or participants and analyse how this experience influences the design of marketing strategies for active holiday offerings in Thailand. The research results show that most consumers first learn about active holiday programmes through recommendations from other participants or friends. This indicates that the company, despite already leveraging the power of word-of-mouth recommendations, still has considerable untapped potential in the field of digital marketing, particularly on social networks, where it could reach a wider and more diverse group of users.
Solution and Method
In the diploma thesis, we comprehensively examine the consumer experience of tourists or participants and analyse how this experience influences the design of marketing strategies for active holiday offerings in Thailand. Tourism is one of the fastest-growing economic sectors in the world, with Thailand remaining one of the leading destinations in Southeast Asia and the broader global tourism space for many years. In addition to traditional forms of tourism, the last decade has seen a marked increase in demand for active holidays that combine elements of sports, adventure and wellness experiences.
Active tourists typically represent a specific and more demanding market segment, characterised by higher disposable incomes, greater environmental awareness and a search for more tailored, authentic and personalised experiences. For companies operating in this field, understanding the needs and expectations of this group is therefore of key importance. The marketing strategies through which companies enter the market and approach potential customers directly influence the formation and experience of the entire consumer experience.
The correct choice of communication channels, programme presentation and the way consumers are addressed can significantly influence the purchase decision as well as subsequent satisfaction and loyalty of participants.
Results
The research results show that most consumers first learn about active holiday programmes through recommendations from other participants or friends. This indicates that the company, despite already leveraging the power of word-of-mouth recommendations, still has considerable untapped potential in the field of digital marketing, particularly on social networks, where it could reach a wider and more diverse group of users. The research further reveals that the content design of the programme itself is of key importance in the decision to purchase an active holiday programme.
Among individual elements, the selected activities carry the greatest weight – for example, a trip to Monkey Island – which play an important role in creating a unique and attractive experience for participants. The majority of surveyed participants rated the entire active holiday programme with the highest scores, which provides companies with a clear signal about the possibility for further expansion and enhancement of the offering of similar activities. High consumer satisfaction opens up space for strengthening competitive advantage and developing even more diverse and innovative programmes that could attract an even wider circle of active travellers.
Module, programme and stories.
Your diploma project for a real company.
A diploma thesis at Academia solves a challenge from a company – often the one where you do your 800 hours of placement. Read about the Digitalni marketing in komerciala module or book a consultation.