Guidelines for Marketing Communication to Promote Community Tourism in Kok Mon Sub-district, Nam Nao District, Phetchabun Province แนวทางการสื่อสารการตลาดเพื่อส่งเสริมการท่องเที่ยวชุมชนในพื้นที่ตำบลโคกมน อำเภอน้ำหนาว จังหวัดเพชรบูรณ์

Abstract

The objectives of this research were to 1) study the tourism behaviors of tourists towards community tourism  in Kok Mon Sub-district, Nam Nao District, Phetchabun Province, and, 2) investigate guidelines for marketing communication to promote community tourism in Kok Mon Sub-district, Nam Nao District, Phetchabun Province. This was a mixed-method research. The population and sample group used in the study consisted of 250 tourists who travelled to and engaged in activities with the community. The data was collected through questionnaires and interviews. The key informant group included community leaders, community members, and tourism operators in the community, totaling 5 persons. The statistics used were frequency, percentage, mean, standard deviation, and content analysis.   

The research findings showed as the followings.

1. Concerning the tourist behaviors, It was found that tourists who visited attractions in Kok Mon Sub-district, Nam Nao District, Phetchabun Province primarily for relaxation purposes. The majority of tourists travelled in groups, and their travel activities were typically organized through tour packages. They tended to choose to travel on weekends or holidays, with most trips lasting 1-2 days.


2. Regarding marketing communication guidelines to promote community tourism in Kok Mon Sub-district, Nam Nao District, Phetchabun Province, it would be that there should be operation implementation by fostering mutual understanding among relevant government agencies, private sector stakeholders, and local communities, as well as individuals involved in tourism who should have to pay intention to various media, such as, marketing through individuals who could currently generate interest and influence tourists' decisions to visit. The use of persons to recommend community tourist attractions in Kok Mon Sub-district and connecting nearby areas should be made. Moreover, annual cultural festivals, and medias via various channels of public relations should be made continuously. The main strategy should focus on aggressive marketing through online channels in which could provide rapid and current access to audiences.Top of Form