Tourism Communication and Marketing Strategies: A Comparative Analysis of Thailand and Malaysia's Tourism Advertisement Spots on Online Media

Abstract

        This study aimed to 1) study the communication strategies and tourism promotion of Thailand and Malaysia through advertisement spots in the Amazing Thailand and Malaysia Truly Asia campaigns, 2) analyze the similarities and differences of communication strategies between the two countries, and 3) propose guidelines for developing tourism marketing strategies through online public relations media. The research design was qualitative research using the concept of storytelling and tourism concepts as a research framework. The study studied advertisements in the Amazing Thailand campaign of Tourism Authority of Thailand and advertisements in the Malaysia Truly Asia campaign of Tourism Malaysia. The content of the advertisements with the highest views was analyzed, totaling 8 clips, and data was collected from focus group discussions with 12 tourists (6 Thais and 6 Malaysians).

        The results of the study found that Thailand focused on presenting the diversity and beauty of tourist attractions, such as religious sites, the sea, mountains, and places that reflect Thai identity. Malaysia focused on presenting cultural diversity and the coexistence of people of different races and religions. Such identities clearly help create recognition and enhance the image of tourism in each country. The findings indicate that the development of effective communication strategies should focus on creating unique experiences, responding to changing tourist behaviors, and using digital technology appropriately. Cooperation from all sectors is the key to creating sustainable and growing tourism in the future.