Tourism Management of Russian Behavioral Intention toward Thailand

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Chapter: Background of the Problem:
Tourism industry is an important source of income for many countries, it has been considered the second important industry of the 21st century. For this reason it is necessary to find reasonable ways and a disciplined plan to achieve more shares in world market. Tourism is among the few businesses in which evidences of production and service in plans related to attraction, maintenance and extension are easily observable. In those countries which rely much on tourism industry, it stands at the top of all other industries as a green and non-polluting industry because it fits cultural, sociological, political and environmental conditions of these countries and has high returns. Although the concept of destination has attracted the attention of many researches working in the fields of marketing and tourism management, academic and disciplined researches on this subject are relatively dew. Some articles written about destination brand have not gone beyond conceptual researches. Measuring the effectiveness of such brands is of high importance and can be determined using customer-based studies. The global tourism industry has evolved into an area of fierce competition, and a fundamental challenge for marketers is to comprehend the distinguishing characteristics of tourist experiences (Perdue, 2002). In the era of globalization almost every company is facing fierce competition. Perceived value and satisfaction are an important tool to capture competitive advantage. As markets have become increasingly competitive, tourists have become more demanding, expecting increasingly to satisfy their needs. Customer perceived value has been examined in marketing literature for almost two decades (Holbrook, 1999, Brady & Robertson, 1999). This reflects the centrality of goods and services in everyday life, and the importance of value decisions within the buying process. Perceived value is defined as ''the consumer's overall

Dr. Sinee Sankrusme is currently an associate professor of International Business at the Department of International Business, Faculty of Business Administration, Ramkhamhaeng University, Thailand. She also held a position as head department of international business. She has authored almost one hundred articles and several books related to international business communication, international business and trade documents, international business and effects on changes, organizational behavior and management, agribusiness, agricultural marketing, agricultural business, management and human resource management, etc. Her textbook entitled International Business Correspondence was published in Germany. Most of her research focuses on international business, marketing, human resource, business, organization and management, etc. She is widely recognized for numerous publications in the international business journals and also joined several international business conferences.