Comparative study of tourism campaign in 2019 between Japan and Thailand: Message and media

Abstract

The tourism campaigns have played a significant role in stimulating tourism flows and increasing the economy to the host country. Thus, the research aims to examine and compare the tourism campaign in 2019 through the official tourism websites of Thailand and Japan. The textual analysis approach will be applied to receive qualitative data to compare the outcome. The information from the official tourism websites of both countries can be categorized into two major aspects, such as message, and media. Additionally, the message includes information and a slogan. Media consists of communication, transaction, relationship, and technical merits. Regarding the derived result, Japan and Thailand have implemented better in different dimensions. For instance, Japan emphasized the messaging aspect more than Thailand. While Thailand has done better on media parts.