Modern Integrated Marketing Communications Promoting Ecological and Cultural Tourism in the Nan Province Highlands

Abstract

This research aimed to develop and promote ecotourism and culture in the highlands through modern integrated marketing communications. It was divided into two phases: 1) It was qualitative research. Data was collected through group conversations with agents, and a specific method was used to select 32 informants. The data was analyzed by using content analysis methods. 2) For quantitative research, data was collected using questionnaires from Nan Municipality tourists. A convenience selection method was used, and data from 165 participants were analyzed using descriptive statistics, including mean and standard deviation.
The results showed that 1) developing ecotourism and cultural tourism models involves designing a detailed 2-day, 1-night tour with community participation and conducting tourism activities for simulated tourists. This includes learning from direct experience in a tourism management capacity. 2) Promoting ecotourism and culture through modern integrated marketing communications involves disseminating public relations media on social networks, advertising, and public relations through television and organizing and supporting special events. This can create awareness for tourists from the planning and preparation stage to production, post-production, testing, and evaluation. The study’s results will determine the direction of community-based tourism management between resource owners and government agencies that support tourism activities, such as local and regional government agencies, educational institutions, and research and development promotion agencies.