Year: 2021
Type: article
Abstract: An introductory chapter discussed this study's background, particularly in government tourism policies, tourism trends, CBT, online marketing strategies, details of problem identification, and research gap.This chapter also stated research questions, research objectives, scope of the study, definition of key terms, research contributions, and structure of the study. Abstract of Chapter 2This chapter discussed previous literature on CBT, marketing communication, online marketing, tourists' online behavior, market segmentation, and online marketing factors that influence tourists' intention to visit a CBT destination.This chapter provided support, argument, and knowledge about the initiation of online marketing strategies. Abstract of Chapter 3This chapter presented the research methodology which included both quantitative and qualitative methods.It explained the conceptual research framework, unit of analysis, research methods with the details of population, sample size, sampling techniques, research tools, data collection, data analysis, and ethical issues in this research. Abstract of Chapter 4This chapter presented data analysis and results using qualitative and statistical methods to answer research questions and achieve research objectives.The results demonstrated that the CBT marketers in the Andaman clusters were unable to perform online marketing effectively due to various factors.
Author: Jutamas Phengkona
Institution: National Institute of Development Administration
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3136975191