First Advisor

Jim Beriault

Date of Award

Spring 6-2025

Document Type

Thesis

Degree Name

Bachelor of Science (B.S.) in Business: Marketing and University Honors

Department

Business

Language

English

Subjects

Destination Marketing, Tourism, Sri Lanka, Indonesia, Thailand

DOI

10.15760/honors.1665

Abstract

Building on the observation that Sri Lanka is emerging as a tourist destination, this thesis compares the national destination marketing campaigns of Thailand, Indonesia, and Sri Lanka to identify how their strengths have contributed to their success. Using a comparative analysis, the research examines each destination’s brand positioning, distribution channels, campaign messaging, visual identity, and brand consistency. A deeper analysis of the strengths, weaknesses, opportunities, and threats (SWOT analysis) is conducted on Sri Lanka's destination marketing campaign to present the study's findings and communicate recommendations. Ultimately, the analysis is used to recommend strategies for Sri Lanka's destination marketing efforts to enhance its global perception, increase competitiveness, and attract international tourists. This research contributes to the study of destination marketing by highlighting the importance of cohesive destination branding and offering insights for national tourism marketers aiming to compete in a global market.

Rights

In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

Persistent Identifier

https://archives.pdx.edu/ds/psu/43745

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