Community-based Social Marketing Behavioural Goals for Promoting Community-based Tourism

Abstract

Abstract

This study aimed to determine community-based social marketing behavioural goals. To attain the objectives of this study, the related issues were examined including the context of community-based social marketing stakeholders, residents and tourists’ expectation to community-based social marketing behavioural goals, and the desired behaviour for promoting community-based tourism. The methodologies used for data collection were:questionnaire and in-depth interview with residents and tourists. Non probability sampling was used.Descriptive statistic; percentage and mean were applied to analysed and presented in research results. Content analysis was employed for data analysis of in-depth interview. KohKred, Nonthaburi Province was selected based on the area provided community-based tourism activities and most popular on weekend.The finding revealed that community-basedsocial marketing behavioural goals have three pillars; environmental goals, socio-cultural goals, and economic goals.The synthesis of community based social marketing behavioural goals presented as the F-A-C-E model, including FAVOR, AID, CARE, EGIS, which refers to residentsand tourists’behaviour change for promoting community-base tourism. Most of behaviours change focused on community supporting, helping, attention and protection.