Improving brand platform for Trekkingthai | |
| Author | Araya Nitipavachon |
| Call Number | AIT Intern Proj. no.SM-20- |
| Subject(s) | Branding (Marketing)--Thailand Hiking--Thailand--Management |
| Note | An Intern Project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | “trekkingTHAI” a Thai SME established in 1999, which mainly focus on providing online content service under trekkingthai.com. The company was the first trekking website in Thailand. The company rapidly grew for a decade and created many products and services such as trekking tour, trekking community, trekking shop, etc. Since travel was booming in Thailand under Amazing Thailand campaign by Tourism and sports Ministry, trekkingTHAI has faced loss in revenues because of changing in customer behavior from buying tour services to self-traveling. Low cost airline and technology disruptive are also the main factors, which affect to travel market. This intern project conducted the survey on how customers perceive trekkingTHAI services and products in current situation, which may support the company to see clear path of company characters and new trend of travel lifestyle. The finding from the survey and in depth interview with the founder helps to provide recommendation in the internship project, which may help company to gain an insight on brand platform to make itself differentiate from competitors, to gain more customers, to create new products and services in today’s market. |
| Year | 2020 |
| Type | Internship Report |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Levermore, Roger; |
| Examination Committee(s) | Badir, Yuosre F. M.;Ransom, Lakeesha K.; |
| Scholarship Donor(s) | Royal Thai Government;Asian Institute of Technology Fellowships; |
| Degree | Intern Project (M.B.A.) - Asian Institute of Technology, 2020 |