5 INTEGRATED MARKETING COMMUNICATIONS DEVELOPMENT FOR ECOTOURISM DEVELOPMENT FOR ETOURISM MARKETING PROMOTION WITH BRAND PERSONA: CASE STUDIES OF PHATO DISTRICT AREA AND PITAK ISLAND COMMUNITY, CHUMPHON PROVINCE

Abstract

The research aims (1) to study circumstances surrounding tourism-related marketing communications, and (2) to create the development guidelines for integrated marketing communications that are appropriate for ecotourism for promoting e-tourism marketing with brand persona, using the area of ​​Phato District and Koh Phithak Community in Chumphon Province. Qualitative research was utilized in its design with a target group of 34 people, consisting of 20 tourists, and 14 villagers and community leaders. Data was collected through interviews using a semi-structured interview form. Moreover, documentary evidence and non-participation observation methods were used to analyze the data using content analysis, thematic coding analysis, critical analysis, and triangulation. According to the research findings to address the first objective, the conditions surrounding tourism-related marketing communications of the case studies were suitable.

Still, there was a lack of diversity in content and communication channels that would be accessible and attractive and stimulate feelings to create a desire to travel regularly. In addition, to address the second objective, it was found that the development process should involve collaboration between both the community and the experts. To create a brand persona for each location, applied tourism marketing psychology with the analyzed data to find out what each group of tourists has expectations, needs, and wants to see through the e-market to create a brand persona for each location to create a distinctive personality, able to create media that will send messages to the audience when they decide to travel.