Capacity Building on Digital Marketing Management for Sustainable Cultural Tourism in Western Provincial Communities

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Authors

  • Ntapat Worapongpat Center for Knowledge Transfer, Technology, Community Innovation, Entrepreneurship, Tourism and Educational Administration
  • Rungtiva Choothong Faculty of Business Administration Rajamangala University of Technology Rattanakosin

Keywords:

Digital marketing management, Sustainable cultural tourism

Abstract

The research objectives were to identify  problems, strengths, weaknesses, and gaps and learn from what is digital marketing system working well and analyze the platforms and tools to build the capacity of individual and organizations to improve the design, implementation and evaluation of digital marketing management in Phetchaburi, Ratchaburi, Samut Sakhon, Samut Songkhram province. This research was the mixed method by  quantitative and qualitative methodology.  Sampling  method for  quantitative is simple  random sampling about 331 samples and qualitative method is about 120. Tool for gathering data in the study is questionnaire and in-depth interview. The statistical values will be processed for descriptive statistic: frequency, percentage, mean, standard deviation.

The results showed that capacity building on using Facebook Fanpage can build awareness, increase usage of social media, beauty, and attractiveness of media, good website content, using QR code on the product label to build awareness respectively. The respondents were agree with the content of the page creation,  perception, suitable for approach.

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Published

2022-04-18

How to Cite

Worapongpat, N., & Choothong, R. (2022). Capacity Building on Digital Marketing Management for Sustainable Cultural Tourism in Western Provincial Communities: -. The journal of social communication innovation, 9(2), 124–131. retrieved from https://so06.tci-thaijo.org/index.php/jcosci/article/view/246699

Issue

Vol. 9 No. 2 (2021): July - December

Section

Research Articles

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Copyright (c) 2021 The journal of social communication innovation

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

บทความทุกบทความที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของวารสารวิชาการนวัตกรรมสื่อสารสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ