Development of Marketing Management to Promote Sustainable Community-based Tourism under Philosophy of Sufficiency Economy: A Case Study of Kut Chap District, Udon Thani Province
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Abstract
The purpose of research was to study the potential and guidelines on marketing management in sustainable community - based tourism in Kut Chap district, Udon Thani. The participatory rural appraisal method (PRA) was used in qualitative research to inform content of tourism, community research and observation, deep interview and was to create the survey tools using tourism evaluation form. The 56 samples were community leaders, community enterprises and people in the community from 7 subdistricts in Kut Chap district. The research found that the area of Kut Chap district had potential tourism resources to develop in sustainable community-based tourism. The guidelines on marketing management of tourism were as follows: 1) encourage locals to be a good host and raise awareness in using tourism resources for its maximum benefits 2) prepare and develop tourists attractions in the communities according to the concept of sustainable community-based tourism. 3) train the communities’ representatives to make use of local culture, local knowledge and social, culture and environment conservation for community-based tourism. 4) encourage communities to plan and develop tourism policy together by incorporating local lifestyles for tourist experience.
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