Marketing strategies to boost service industry firms: tourism and hospitality in Thailand

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Tourism and hospitality firms in less conventional tourist areas can improve performance by utilizing relevant service marketing strategies. Focusing on components of the 7 P marketing mix along with key variables enables positive outcomes in view of revenue, cost and profit.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "Marketing strategies to boost service industry firms: tourism and hospitality in Thailand", Strategic Direction, Vol. 37 No. 10, pp. 23-26. https://doi.org/10.1108/SD-09-2021-0097