Strategies for Developing of Sustainable Creative Tourism for the Tourism along the Economic Route in the Upper Greater Mekong Sub-region

Abstract

The purpose of this study were : (1) to create a business strategy in order to build added value for brand and integrated marketing communication to narrowing the gap between the expectancy and perception of tourists and the government’s role in developing creative tourism, (2) to create a strategies for developing of sustainable creative tourism for tourism along the economic route in the upper greater Mekong sub region : a case study of Thailand (Chiang rai/Chiang Saen)–republic of the union of Myanmar (Keng Tung)–people’s republic of China (Jinghong)–Lao people democratic republic (Chiang Thong, Luang Prabang). The overall finding was able to point out a business strategy in order to build added value for brand and integrated marketing communication to narrowing the gap between the expectancy and perception of tourists and the government’s role in developing creative tourism, and create a strategies for developing of sustainable creative tourism for tourism as follows: (1) The business strategies to build added value for brand and integrated marketing communication to narrowing the gap between the expectancy and perception of tourists and the government’s role in developing creative tourism were : 1) Making value added along the economic route in the upper greater Mekong sub region strategy 2) Sustainability marketing strategy 3) Fulfill and satisfy tourist’s need strategy and 4) Restoration tourist attraction strategy.

1. There were 4 strategies 15 tactics and 33 operations for developing of sustainable creative tourism for tourism along the economic route in the upper greater Mekong sub region: a case study of Thailand (Chiang rai/Chiang Saen)–republic of the union of Myanmar (Keng Tung)–people’s republic of China (Jinghong)–Lao people democratic republic (Chiang Thong, Luang Prabang). They were included 1) Contribution sustainable strategy 2) Encourage marketing strategy 3) Restoration and sustainable value added strategy and 4) Sustainable identity culture and environment strategy.