02536nas a2200325 a 450000500170000000800410001703500150005809900310007310000230010424500460012726000670017330000220024049000320026250001270029450200660042152012020048765000350168965000330172470000350175770000480179270000480184071000460188871000660193481000640200085600650206490700250212990200110215499800280216599900170219320260818134618.0230810s2022    th uu m rtt   0|  a1eng d  a.b12410809 9aAIT Intern Proj. no.SM-20-0 aAraya Nitipavachon10aImproving brand platform for Trekkingthai  aPathum Thani, Thailand :bAsian Institute of Technology,c2020  a17 leaves :bill.1 aIntern Project;vno. SM-20-  aAn Intern Project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration  aIntern Project (M.B.A.) - Asian Institute of Technology, 2020  a2trekkingTHAI3 a Thai SME established in 1999, which mainly focus on providing online content service under trekkingthai.com. The company was the first trekking website in Thailand. The company rapidly grew for a decade and created many products and services such as trekking tour, trekking community, trekking shop, etc. Since travel was booming in Thailand under Amazing Thailand campaign by Tourism and sports Ministry, trekkingTHAI has faced loss in revenues because of changing in customer behavior from buying tour services to self-traveling. Low cost airline and technology disruptive are also the main factors, which affect to travel market. This intern project conducted the survey on how customers perceive trekkingTHAI services and products in current situation, which may support the company to see clear path of company characters and new trend of travel lifestyle. The finding from the survey and in depth interview with the founder helps to provide recommendation in the internship project, which may help company to gain an insight on brand platform to make itself differentiate from competitors, to gain more customers, to create new products and services in today{u2019}s market. 0aBranding (Marketing)zThailand 0aHikingzThailandxManagement1 aLevermore, Roger,eChairperson1 aBadir, Yuosre F. M.,eExamination Committee1 aRansom, Lakeesha K.,eExamination committee2 aRoyal Thai Government,eScholarship Donor2 aAsian Institute of Technology Fellowships,eScholarship Donor2 aAsian Institute of Technology.tIntern Project;vno. SM-20-403Full-Textuhttp://203.159.5.9/ait-thesis/detail.php?q=B19742  a.b12410809bmnaitcm  a250421  b0c230810dmea  fmg0  c58809d58809