INTEGRATED MARKETING COMMUNICATION STRATEGIES FOR ENHANCING THE COMPETITIVE POTENTIAL OF TOURISM BUSINESSES IN CHANTHABURI PROVINCE
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Abstract
Introduction: Chanthaburi Province is recognized for its diverse cultural and natural tourism potential, including beaches, national parks, and local floating markets, which attract both domestic and international visitors. The tourism industry plays a crucial role in the development of the local economy, society, and environment by driving infrastructure improvements, stimulating economic growth, and promoting regional identity. Objectives: This study aims to: (1) examine integrated marketing communication (IMC) strategies and their relation to the competitive potential of tourism businesses; and (2) identify key IMC strategies that enhance the competitive potential of the tourism industry in Chanthaburi Province. Method: A combination of quota sampling and purposive sampling techniques was employed. The sample consisted of 384 tourism business operators or their representatives. Data were collected using structured questionnaires. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression analysis. Results: The overall use of integrated marketing communication strategies and the competitive potential of tourism businesses were both rated at a high level. A strong positive correlation was found between IMC strategies and competitive potential. The hypothesis testing revealed that four IMC factors significantly influenced business competitiveness at the 0.01 level: content marketing, influencer marketing, sales promotion, and advertising. These variables together explained 84.2% of the variance in competitive potential (R² = 0.842). Conclusion: Effective IMC strategies in Chanthaburi Province should integrate both offline and online media to create a strong brand image, utilize tools tailored to target audiences, and deliver memorable tourism experiences. Such strategies can sustainably enhance the competitiveness of tourism businesses at both local and national levels.
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