Show simple item record

dc.contributor.authorJebarajakirthy, C
dc.contributor.authorThaichon, P
dc.contributor.authorSivapalan, A
dc.date.accessioned2017-11-10T00:40:35Z
dc.date.available2017-11-10T00:40:35Z
dc.date.issued2017
dc.identifier.issn1865-1984
dc.identifier.doi10.1007/s12208-017-0184-0
dc.identifier.urihttp://hdl.handle.net/10072/351279
dc.description.abstractThailand’s booming tourism sector significantly contributes to the country’s economy. Sex tourism is also popular in Thailand, where male sex workers are more at risk to HIV threats than their female counterparts. Social marketing campaigns have been useful in addressing several problematic behaviours, such as smoking, binge drinking, unprotected sex and unhealthy dietary practices. Hence, the main purpose of this research study is to propose a conceptual framework for promoting safe sex practices to male sex workers in Thailand. The Theory of Planned Behaviour (TPB) has been generally applied to help understand and examine behavioural change intentions, and develop behavioural change initiatives. TPB attempts to identify the psychological determinants of behavioural change intention in a single point of time. However, it does not show how behavioural change occurs as a process, or at various stages. As this theory is not adequate for understanding the entire process of behavioural change, a more comprehensive theoretical framework is required. Combining the Theory of Planned Behaviour with the Stages of Change Theory (SCT) provides a highly comprehensive theoretical framework. The Stages of Change Theory is used in the social marketing field to facilitate behavioural change. SCT shows the behaviour change as a process. The implications of this new framework for both theory and practice are discussed, as well as the directions for future research, which would be of use to researchers and practitioners in the social marketing field.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSpringer
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto18
dc.relation.ispartofjournalInternational Review on Public and Nonprofit Marketing
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing theory
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350608
dc.titlePromoting condom usage to male sex workers in Thailand: a development of a conceptual framework: social marketing perspective
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionAccepted Manuscript (AM)
gro.facultyGriffith Business School, Department of Marketing
gro.description.notepublicThis publication has been entered into Griffith Research Online as an Advanced Online Version.
gro.rights.copyright© 2017 Springer-Verlag GmbH Germany. This is an electronic version of an article published in International Review on Public and Nonprofit Marketing, pp 1–18, 2017. International Review on Public and Nonprofit Marketing is available online at: http://link.springer.com/ with the open URL of your article.
gro.hasfulltextFull Text
gro.griffith.authorJebarajakirthy, Charles P.


Files in this item

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record