The Development of Marketing Strategy for Promoting the Creative Community-Based Tourism with Southern Isan Cultural Identity

บทคัดย่อ

The purpose of this research was to develop the marketing strategy for promoting the creative community-based tourism with the Southern Isan cultural identity. The communities with identity in 6 provinces in the Southern Isan group were selected as the areas of the study. This was qualitative research. In-depth interviews were employed for data collection. The interviews and focus group discussion were administered to create a participatory process. Data were analyzed by content analysis. When considering each aspect according to the marketing mix theory, the study results can be presented as follows. 1. Products: The products have the identity of each area. 2. Price: The price of tourism products and services is reasonable and good value for money. 3. Place or distribution: There are 2 distribution channels in the tourism service market: 1) distributing directly to customers and 2) distributing through intermediaries. For souvenirs, there are online marketing which is communicating directly to customers and offline marketing. 4. Promotion: The tourism is promoted mostly through the public relations brochures and price reduction campaigns. 5. Process: The communities have the process of welcoming tourists. 6. Physical evidence: The communities have tourist attractions with unique local identity. 7. People: In each community, there is a tourism enterprise group. The organizational structure consists of a chairman and members of various departments with clear duties. The development of the creative tourism marketing strategy is recommended in 2 areas, namely the tourism service market and the souvenir market in order to be successful in the sustainable community tourism business.