Analysis Of The Consumer Experience And Its Impact On The Development Of Marketing Strategies For Active Holidays In Thailand

In this thesis, we conduct a comprehensive examination of the consumer experience of tourists or participants and analyze how this experience influences the development of marketing strategies for active holidays 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 global tourism market for many years.

In addition to traditional forms of tourism, recent years have seen a significant increase in interest in active holidays, which combine elements of sports, adventure, and wellness activities.

Active tourists generally represent a specific and more demanding market segment, characterized by higher disposable income, greater environmental awareness. For companies operating in this field, understanding the needs and expectations of this segment is therefore crucial. Marketing strategies used by companies to enter the market and approach potential customers have a direct impact on shaping and experiencing the overall consumer journey.

The choice of communication channels, the presentation of the program, and the way consumers are addressed can significantly influence their purchase decisions as well as their subsequent satisfaction and loyalty. The results of our research show that most consumers first learn about active holiday programs through recommendations from previous participants or friends. Furthermore, the research reveals that the content design of the program itself is the key factor influencing the decision to purchase an active holiday package.

Among the various elements, the selected activities—such as a trip to Monkey Island—carry the greatest weight in creating a unique and attractive experience for participants. Most respondents rated the described active holiday program with the highest scores, offering companies a clear signal of the opportunity to further expand and enhance their range of similar activities.

High consumer satisfaction provides a foundation for strengthening competitive advantage and developing even more diverse and innovative programs that could attract an even wider group of active travelers.