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Thailands tourism industry through Royal Thai Airways - Essay Example

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The paper addresses critical marketing theories dedicated to activist methodologies of advertising praxis. It examines the ways in which business development is implicated within scholarship on the ‘globalizing’ and ‘femininzing’ forces of late-capitalist forms of flexible accumulation…
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Thailands tourism industry through Royal Thai Airways
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Download file to see previous pages The goal of the research study is to examine the extent and nature of Thailand’s reach as a tourist economy within the global market. Focused on RTA’s Royal Orchid Plus (ROP) market segment, the project proposes to engage the topic of globalization through inquiry into ROP passenger membership, and in particular high wealth, male customers from cosmopolitan hubs in the United Arab Emirates (UAE) and United Kingdom (UK). At the global level, RTA and by extension the Thai tourist economy has at present, a significant share of the available demand. Well known for its personal service tourism (i.e. sex tourism) economy, Thailand’s beauty and tropical surroundings are compliment the dream world of male fantasies attained through association with luxury market advertising of those services. Nevertheless, Thailand’s sex tourism industry has an alternative image, which is predicated upon the policy concerns of human rights activism against such activities. AIDs and interrelated discourses on ‘health’ utilized by medical, public health and ‘spa’ businesses are also considered. A full service provider of commercial airline service to customers around the globe, RTA faces a challenge in identity management that is perhaps unparalleled elsewhere in terms of market analysis and communication. Business development, then is fostered through negotiation of gender terms, and precisely so; RTA employs Thailand’s ‘Spa Culture’ as a benefit to ROP members, yet retracts from association with anything pertaining to ‘sex.’ ...Download file to see next pages Read More
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