Success Factors in the Advertising Media Management Business for the Tourism Industry
Keywords:
Trust-Building Innovation, Social Support, Advertising Strategy, Personal Norms, Purchase DecisionAbstract
This study aims to analyze the success factors in advertising media management for Thailand's tourism business, following the severe impact of the COVID-19 pandemic. Using a mixed-methods research design (380 quantitative participants and 20 qualitative key informants), the study investigated the influence of key variables: innovation in building trust, social support, advertising media strategy, personal norms, and purchase decision on business success. The results indicated that all key variables were at a high level and had a significant influence on success, leading to the development of the 2P2SABT Model (focusing on Trust-building innovations, Social Support, Branding, Advertising Strategies, Personal Norms, and Purchase Decision). Furthermore, qualitative findings emphasized the crucial role of utilizing new social media technologies, building media alliance networks, and employing e-commerce platforms to maximize the efficiency of advertising media management. The outcomes of this research provide important guidelines for policymakers to ensure the future success of advertising media management in Thailand’s tourism business.
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