Assignment mẫu: SONGKRAN WATER FESTIVAL – THAILAND

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SONGKRAN WATER FESTIVAL – THAILAND

Assignment, Essay
TABLE OF CONTENTS
I. INTRODUCTION ...................................................................................................... 3
1.1. Background of the SONGKRAN WATER FESTIVAL in Thailand ...................... 3
1.2. Overview of the marketing campaign under analysis ......................................... 5
ANALYSIS OF INFORMATION...................................................................................... 5
Literature Review......................................................................................................... 5
Definition of Effective Marketing Campaign ................................................................. 6
Campaign Analysis ...................................................................................................... 7
CONCLUSIONS.............................................................................................................. 8
RECOMMENDATIONS................................................................................................... 9
REFERENCES.............................................................................................................. 10

Assignment, Essay
I. INTRODUCTION
1.1. Background of the SONGKRAN WATER FESTIVAL in Thailand
The Songkran Water Festival, strongly ingrained in Thailand's cultural heritage,
celebrates the traditional Thai New Year. The celebration, derived from the Sanskrit
word "Sankranti," meaning "astrological passage," commemorates the sun's transition
into the Aries zodiac sign, representing new beginnings and rejuvenation (Intason et al.,
2021). Songkran has traditionally been celebrated as a time for family reunions, elder
reverence, and cleaning rites symbolized by the splashing of water to wash away the
misfortunes and misdeeds of the previous year (Srivastava and Pathak, 2020).
Picture 1.1: Songkran Water Festival
Source: www.nbcnews.com
This celebration is deeply culturally significant for Thais, representing their strong
feeling of community, respect for tradition, and cheerful mood (Intason et al., 2023). It is
a time for introspection, thankfulness, and solidarity, establishing relationships between
families and communities across the country (Davidson, 2022).

Assignment, Essay
Picture 1.2: Songkran Water Festival
Source: www.asiadmc.com
From a tourist standpoint, the Songkran Water Festival has grown into a major
international attraction, attracting millions of visitors from all over the world to witness its
unique festivities (VNA, 2023). The vivid events, which include water fights, street
parades, and cultural performances, provide travelers with an insight into Thailand's rich
cultural legacy and hospitality (Balachandar, 2023). Furthermore, the festival's
popularity has benefited Thailand's tourism industry by increasing visitor numbers and
promoting economic growth in a variety of industries including as hospitality,
transportation, and retail (Phoonphongphiphat, 2023).

Assignment, Essay
1.2. Overview of the marketing campaign under analysis
The Songkran Water Festival's marketing campaign takes a diverse approach, targeting
both domestic and foreign audiences. Marketing materials feature eye-catching
graphics reflecting the festival's excitement, such as water splashing, colorful parades,
and cultural performances (Intason et al., 2021). To reach a worldwide audience, the
strategies used include utilizing social media platforms, influencer collaborations, and
targeted advertising (Jílková, 2018). The campaign also incorporates elements of
experiential marketing, enabling users to immerse themselves in the festival's traditions
through interactive online experiences and contests (Intason et al., 2023). Furthermore,
partnership with travel agents and tour operators allows for the promotion of festival-
specific travel packages, attracting tourists with unique access to festivities and
accommodations (Tsai & Sakulsinlapakorn, 2016). Within the larger tourist and event
marketing landscape, the SONGKRAN WATER FESTIVAL campaign stands out for its
ability to capture the spirit of Thai culture while appealing to a wide range of consumers
worldwide (Tourism Authority of Thailand, 2023). By combining traditional aspects with
current marketing approaches, the campaign successfully presents the festival as a
must-see destination for travelers seeking immersive cultural experiences (Intason et
al., 2023).
II. ANALYSIS OF INFORMATION
2.1. Literature Review
The literature review on tourism and event marketing provides useful insights into ideas
and frameworks for assessing the efficacy of marketing initiatives. Ciriković (2014)
investigated the applicability of the Marketing Mix theory to tourism destinations,
emphasizing the significance of aligning product, pricing, location, and advertising
tactics to attract tourists effectively. This theory can be used to examine the strategic
components of marketing initiatives, such as those for the Songkran Water Festival.
Markgraf (2016) addressed the function of integrated marketing communication (IMC) in
event marketing, emphasizing the importance of consistent messaging across several

Assignment, Essay
platforms to increase brand visibility and engagement. Evaluating the Songkran Water
Festival campaign through the prism of IMC can offer light on its ability to deliver a
consistent message to target audiences. Rajesh (2013) investigated the concept of
destination image and how it influences tourist perceptions and behavior. Their research
emphasizes the necessity of promoting favorable destination images through marketing
activities, which is relevant to evaluating the performance of the Songkran Water
Festival campaign in changing perceptions of Thailand as a tourist destination. Fitri et
al. (2023) researched the impact of social media marketing on tourism decision-making
processes. They believe that platforms such as Instagram and Facebook play an
important role in influencing travel decisions and increasing destination visibility.
Evaluating the Songkran Water Festival campaign's social media methods can shed
light on its effectiveness in reaching and engaging target audiences. Exhibitusstage
(2023) studied how experiential marketing affects event attendance and pleasure. Their
findings imply that immersive experiences are critical for attracting and maintaining
event attendees. Evaluating the Songkran Water Festival campaign's experiential
marketing strategies can assist measure their efficacy in improving visitor experiences
and satisfaction levels.
2.2. Definition of Effective Marketing Campaign
An effective marketing campaign is a deliberate and coordinated effort aimed at
attaining specified goals, such as raising brand awareness, attracting target audiences,
and eventually influencing desired customer behavior (Kotler & Armstrong, 2020). Using
applicable theories and models such as the Marketing Mix, Integrated Marketing
Communication (IMC), and Destination Image Theory, one may evaluate the efficiency
of the Songkran Water Festival marketing campaign.
The Marketing Mix 4Ps theory, which includes Product, Price, Place, and Promotion,
serves as a framework for analyzing the campaign's strategic components (McCarthy,
1960). The Songkran event's product element includes not only the event itself, but also
supplementary goods like travel packages and merchandising. Pricing methods, such

Assignment, Essay
as early bird discounts or package packages, might impact visitor behavior. Place refers
to distribution methods and accessibility, whereas promotion includes a variety of
marketing communications tactics designed to enhance festival awareness and interest.
Integrated Marketing Communication highlights the need of delivering a consistent
message across numerous platforms in order to provide a cohesive brand experience
(Schultz & Schultz, 2004). The Songkran Water Festival campaign would be evaluated
based on how well messaging and branding are integrated across online and offline
platforms, such as social media, traditional advertising, public relations, and experiential
marketing efforts.
According to Destination Image Theory, tourists' views of a location are influenced by a
variety of elements such as marketing communications, word-of-mouth, and personal
experiences (Echtner and Ritchie, 1991). The Songkran campaign would be evaluated
based on its alignment with desirable destination images, such as Thailand's reputation
for colorful culture, hospitality, and unique experiences.
2.3. Campaign Analysis
The marketing effort for Thailand's Songkran features a vivid celebration of culture and
tradition, with the goal of attracting both domestic and foreign tourists. A careful review,
however, reveals both strengths and places for development in the campaign's
alignment with Thailand's 'real' identity as a tourism destination.
The marketing effectively conveys the spirit of the festival, emphasizing its cultural
significance and distinctive charms. The campaign depicts the festival's vibrant
environment, which includes water fights, street parades, and cultural performance
(Intason et al., 2021), using visually appealing marketing materials like as films,
photographs, and social media posts. These aspects help to promote Thailand as a
vibrant and festive destination, appealing to travelers looking for immersive cultural
experiences. Furthermore, the campaign deliberately targets worldwide markets by
utilizing social media platforms, influencer alliances, and targeted advertising to reach a

Assignment, Essay
global audience (Jílková, 2018). For example, promotional videos displaying the
festival's highlights are posted on sites such as YouTube and Instagram, collecting
millions of views and creating buzz among potential attendees. Collaborations with
travel companies and tour operators also provide curated packages that include festival
experiences, lodging, and transportation, making travel planning easier for international
travelers (Tsai & Sakulsinlapakorn, 2016).
Despite these strengths, the marketing may use a more nuanced approach to aligning
with Thailand's 'real' identity. While the festival is an important part of Thai culture, the
campaign's narrow focus on water-related events may oversimplify the country's unique
traditions and attractions (Srivastava & Pathak, 2020). Thailand has a rich history,
breathtaking natural scenery, and delectable cuisine, which might be better utilized into
the campaign to highlight the country's multifaceted identity. Moreover, the campaign's
messaging and visuals may inadvertently reinforce assumptions or misconceptions
about Thailand, especially among international viewers. For example, emphasizing the
festival's raucous water battles may not appropriately depict the country's general
atmosphere of hospitality and tranquillity (Tongurai,In addition to assessing the
marketing campaign's alignment with Thailand's 'real' identity, it is critical to analyze the
influence of the Songkran Water Festival on public safety, particularly accidents that
occur during the celebrations. Despite the festival's cultural significance and advertising
efforts, there have been a number of incidents and safety concerns that require
attention. The campaign's depiction of the festival's joyful water battles and street
celebrations may unwittingly minimize the dangers connected with big crowds and
water-related activities. Slips and falls, traffic congestion, and alcohol-related
occurrences during the festival period indicate the need for increased safety measures
and public awareness programs (Crisis, 2024)
III. CONCLUSIONS
The campaign analysis of the highlights its strengths in effectively showcasing the
festival's cultural vibrancy and attracting international tourists. However, challenges

Assignment, Essay
include an oversimplification of Thailand's multifaceted identity and emphasis on
security concerns. Overall, the advertising efficiently advertises the festival, but it may
be better aligned with Thailand's overall tourism offerings. In terms of effectiveness, the
marketing considerably increases knowledge of the Songkran, but it may unintentionally
affect impressions of Thailand as a party destination rather than a culturally rich and
diversified tourist hotspot.
IV. RECOMMENDATIONS
To address the identified challenges, the Songkran Water Festival marketing campaign
could broaden its scope by incorporating diverse aspects of Thai culture and attractions
beyond the festival. Collaborating with local experts, artisans, and historians could
enrich the campaign with authentic storytelling, showcasing Thailand's multifaceted
identity. Additionally, emphasizing responsible messaging regarding safety precautions
and respectful participation in festival activities is crucial. Integrating educational
materials, signage, and digital campaigns that promote responsible behavior can
mitigate safety risks and ensure a positive experience for attendees. Improving
infrastructure and implementing comprehensive safety strategies in collaboration with
local authorities and tourism stakeholders are essential steps to enhance public well-
being during the festival while preserving its cultural traditions. These efforts would
contribute to a more balanced and impactful marketing campaign for the SONGKRAN
WATER FESTIVAL, promoting Thailand as a destination that offers both excitement
and cultural immersion.

Assignment, Essay
REFERENCES
Balachandar, P. (2023, March 23). Maximizing Songkran Sales in 2023: eCommerce
business trends and Insights in Thailand. BIDMATH.
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Ciriković, E. C. (2014). Marketing mix in tourism. Academic Journal of Interdisciplinary
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Crisis. (2024, March 7). Thailand: Tight security likely due to Songkran celebrations
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Assignment, Essay
Intason, M., Lee, C., & Coetzee, W. (2021). Examining the interplay between a hallmark
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intangible-cultural-heritage

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Tsai, L. M., & Sakulsinlapakorn, K. (2016). Exploring tourists’ push and pull travel
motivations to participate in Songkran Festival in Thailand as a tourist
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Assignment mẫu: SONGKRAN WATER FESTIVAL – THAILAND

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