This paper treats the research question of “How attractive is Thailand for families as a beach holiday destination and how can Gretz Communications AG better promote Thailand to Swiss families”. The objectives of this study were to identify the Swiss families’ holiday preferences, Thailand’s touristic offer for Swiss families regarding Phuket, Ko Samui, Krabi and Khao Lak and to find the most effective marketing channels for Gretz Communications AG to better promote Thailand to Swiss families. Secondary research has been done, a quantitative survey among parents from the German- and French-speaking parts of Switzerland has been carried out and travel catalogues have been analyzed according to their family-friendly offers in the mentioned destinations
