Title of thesis International Marketing Communication: A Case Study of Thai Spa Products and Services in the United Arab Emirates. According to the result of extensive research, there are six major factors that could develop the international marketing communication of Thai spa products and service in the United Arab Emirates.
INTRODUCTION
- Background and Significance of the Study
- Research Objectives
- Research Problems
- Scope of Research
- Contribution of the Study
- Technical Terms
- Belief
- Culture
- Expectation
- Gulf Cooperation Council (GCC)
- Halal
- International Marketing
- Lifestyle
- News exposure Behavior
- Satisfaction
- Social Media Application Behavior
- Spa Product Export
- Spa Service Export
This research studies the marketing communication strategy of the Thai spa business towards the United Arab Emirates. In this research, it is Thailand's international marketing communication for Thai spa products and services to customers in the United Arab Emirates.
LITERATURE REVIEW
General Information of the United Arab Emirates
- General Information of the United Arab Emirates
- International Trade between Thailand and the United Arab Emirates The UAE is number 1 trade partner in the Middle East and oil exporter of
The balance of trade between Thailand and the United Arab Emirates in 2012 was millions of US dollars as shown in the table below (Department of Trade Negotiations, 2015). Thai – United Arab Emirates Trade Statistics (Million US Dollars) Year Trade Value Export Import Trade Balance.
Thai Spa Products and Services Market in the United Arab Emirates
- Export Status of Thai Cosmetics Products to the United Arab Emirates
- The Trend of Thai Cosmetics Products to the United Arab Emirates Thai spa products are categorized in cosmetics group, which is constantly
- Export status of Thai labor market to the United Arab Emirates The Middle East was second region chosen among Thai labors after the Asian
Thus, it is important to understand the status of the cosmetics market and the overall picture of labor in Thai spa business in the United Arab Emirates. But in 2009, the countries of the Middle East encountered a financial crisis, especially in the Dubai part of the United Arab Emirates.
Overall Picture of Thai Spa Business
- Basic Information about Spa Business
- Products and Equipment Used in Thai Spa
- Spa Business Services
- Developing Strategy of the Spa Business
- Situation and the Trend of Thai Spa Business in Foreign Countries Currently, spa business and Thai massage are well known. The standard is
Thai spa business in the United Arab Emirates during 2011-2012 was analyzed by the Department of International Trade Promotion (DITP). This is especially true for Thai workers who have benefits in the hotel, restaurant and spa sectors. the workers from other countries in Asia or the Middle East.
Religion, Culture, and Business Negotiation with Arab
- Basic Value of Arab
- Basic Attitude of Arab
- Self – Perception of Arab
- Communication with Arab
- Manner to the Opposite Gender of Arab
They perceive all Arabs as members of the "same Arab" (ةيملاسلإا ةملأا - al-umma al-arabiyya). He does not allow the female believer to uncover her body in front of any stranger (who is not the husband or mahram - unmarried relative, not related to the family or of the same mother.).
Theory about International Market and Cross-Cultural Communications
- Marketing Communication Theory
- International Marketing Communication Theory .1 The Definition of International Marketing
- Cross-Cultural Communication Theory
As nications ef integrated mations in the foreground, mark many co product bra to be in conclusion. g fo different do wo recipients. the tools mentioned above, Ko. from community consumption, these efficiencies. It is the concept of Marshall McLuhan who stated that the change in the individual was a consequence of the change in communication technology.
Satisf
- Satisfaction Theory
- Definition of Expectation
- Expectancy theory
Cadotte, Woodruff and Jenkins (1987) stated that satisfaction is the form of feeling developed from the evaluation of the experience of the experience towards that product or service. Direck Rerksarai (1984, as cited in Wannee Ussawanon, 1995, p. 70) said that satisfaction is the individual's positive attitude towards a certain object, which will change according to the satisfaction in dealing with it. Charinee Dechjinda (1992, p. 14) said that satisfaction is the individual's feeling or attitude towards a thing or related factors.
Satisfaction will occur when the individual's need is met or achieved at some level. If so, satisfaction will arise and expectations will be higher at the same time. (2002) said that expectation is the need, feeling or critical thought of the individual that anticipates what should and should not happen. From all the definitions mentioned above, it can be concluded that expectation is the individual's prediction of receiving what he or she needs.
Parasuraman et al. (1990) state that service expectation is the expression of service users' needs for service providers or organizations.
Related Articles and Researches
- Spa business in The United Arab Emirates
- Marketing Communications in the Middle East
- Online Communications in the Middle East
Online communication or the use of social media in the Middle East has become part of Arab life. The main pillars of the use of social media in Arab countries are communication, knowledge and entertainment. These three things are like the usage patterns of social media in other countries of the world.
In the following section, the Arab Social Media Report (2015) summarized the use of social media in Middle Eastern countries and its impact on Arab society. The use of social media has a major impact on business in Middle Eastern countries. Some countries in the Middle East recognize that the use of social media can develop a relationship with colleagues and support the exchange of knowledge between colleagues.
The cash flow in the business using social media in the Middle Eastern countries can positively affect the economy.
RESEARCH METHODOLOGY
Research Procedure
Research study in
- Sampling Frame
- Sampling Frame
- Tools Used in the Research
- Data
- Quantitative Data Collection
- Data Analysis
- Facto Thai S
Studied the level of satisfaction and expectations of 107 users of spa services in the United Arab Emirates. In-depth interview with marketers from the Department of International Trade Promotion (DITP) in Dubai, the United Arab Emirates. In-depth interview with Consulate of Labor of the Royal Thai Embassy in the United Arab Emirates.
In-depth interview with 5 spa managers in the United Arab Emirates who used Thai spa products and masseurs. Spa business must provide legal service according to United Arab Emirates law. Respondents In-Depth Interview Guideline Part 7 Promotion approach and solutions for importing/promoting Thai spa products that increase the satisfaction of spa customers in the United Arab Emirates.
CHAPT
SEARCH
RESULT
Economic Factors in the United Arab Emirates .1 Indicators for Considering Population Income
The indicators can be considered from income distribution of the population from GDP, GDP per capita and GNP. The study of World Bank (2014) showed the number of factors for the consideration of population income, which can be summarized as shown in table 4.2.
The Urbanization of the United Arab Emirates
Political and Legal Environment in the United Arab Emirates .1 Administration in the United Arab Emirates
The legal system in the UAE was developed based on civil law and Islamic law, also known as Sharia. However, in the judgment in civil and criminal cases, Sharia law will be adopted in the judgment. 1.1) Tuberculosis check is a must before first arrival in the UAE and before applying for a residence permit in the UAE.
1.2) Leprosy check is a must for first time arrival to UAE and for residence permit application in UAE or renewal. Syphilis must be checked for first time arrival and for residence permit in the UAE. Once the employees arrive in the UAE, the employer and employee will need to sign 3 copies of the contract, which has been notarized by the UAE Ministry of Labour.
If the employer agrees to terminate the contract, the employee will not be able to work in the UAE for 1 year.
Geographic Characteristics in the United Arab Emirates
It can lead to captivity, termination of contract and return to country of origin. Summer is from May to September and the temperature is 32-48 degrees Celsius (and can be over 50 degrees Celsius in some years). The period of change of season is in the period of June to August during this period candy storms can appear (Department of South Asian, Middle Eastern and African Affairs, 2014).
Cultural Factors in the United Arab Emirates
Islam and Society
Another important aspect in Arab society is the banking system, which is different from other international systems in the world. The religion forbids lending or any financial activity related to interest as it is considered unjust pursuit of profits. Being with Arab people, one should be careful not to criticize Islam or Arab culture because they respect and honor believers of all religions.
However, non-Islamic believers should not pretend to be Islamic people or participate in Islamic activities, entering the mosque without permission. It is only the place for people who clean their body properly according to the religious principles.
Structure of Arab Society
The Overseas E generous in food and re bad welcome Mor There’s no appointmen even current bus Apa important b Santisat et. 9). Shake the cup to signal that you do not need the second cup of coffee or tea. Men should walk behind ladies when passing the entrance and should give chairs to the ladies if available seat is not available.
To eat food in a restaurant, it is Arab tradition to ask to pay for that meal, especially when there are not many people attending that party or it is a business group party. The important point of dress for male and female tourists is to cover the arms, legs or waist, which is appropriate, especially during Ramadan. In conversation, it is appropriate to ask about health and family and the number of their children (but not the number of their wives), their children's level of education.
Not only the regulations and social customs mentioned above, there are other social customs that may be slightly different in some countries that should be researched before traveling to the Middle East.
Business Negotiation with Arab People
It was found that the average literacy rate of the population in the United Arab Emirates was 93.8%. According to the study of the economic factor, it is found that the income of the population in the United Arab Emirates has been continuously increasing. In addition, a study of the economic drivers of urbanization showed that the main income of the United Arab Emirates was mainly from oil and natural gas.
Regarding the legal environment in the United Arab Emirates, it appears that the United Arab Emirate applies Sharia law or Islamic law for governance. The study of geographical features showed that the United Arab Emirates was the stronghold of product distribution in the Middle East, Africa and Europe. Besides being a commercial center, most areas in the United Arab Emirates were desert.
The cultural research in the United Arab Emirates has shown that Arab people apply culture and Islamic principles in daily life.
- Information of Thai Spa Products in The United Arab Emirates The 7 important findings of Thai spa products in the United Arab Emirate
- Information on Thai spa service in the UAE
The import of Thai spa products to the United Arab Emirates began 20 years ago by Thai entrepreneurs. The increase in the number of Thai massage therapists working in the United Arab Emirates caused the widespread application of Thai spa products. Then, Thai spa products are likely to grow well and demand more in the UAE market.
In the first phase, Thai spa masseurs hand-carried Thai spa products to the UAE. Therefore, the growth trend and demand for Thai spas in the UAE market have been positive. UAE import company imports Thai spas to. distribute to retail stores or spas.
The trend of importing Thai spa products into the UAE is constantly at the normal level. From the in-depth interview with the government and private sector, public relations marketing communication for Thai spa products in the UAE can be concluded as follows. In any case, the world economic and economic situation in the UAE were the direct key factors in importing Thai spa products to the UAE.
