The Marketing Strategy for Cruise Home Port in Andaman Tourism Cluster in Thailand

Abstract

Cruise Tourism is growing dramatically especially in Asia. Thailand posits as the best tourist destination with cruise port of call and considers to set up Andaman home port recently. Hence, the marketing strategy is demanded for revenue compensated port cost. This research aimed to develop the marketing strategy for cruise home port in Andaman Tourism Cluster of Thailand. The methodology used six step qualitative approach with relevant stakeholders of cruise tourism and port in Thailand. The SWOT analysis was conducted and evaluated by analytic hierarchy process. The TOWS matrix was employed and suggested the 3 key marketing strategy; 1) Product Development Strategy, 2) Market Development Strategy and 3) Business Network Development Strategy. The detailed findings were validated with the panel of 10 experts and Andaman tourism association representatives. Further implication for recommended marketing strategy can be utilized for tourism policy in Thailand.