Guidelines for the development of innovation marketing of the community enterprise of tourism groups in central region Thailand

Abstract

          This research aims to 1) To study the concept of marketing innovation of tourism community enterprises in the central region of Thailand. 2) To propose guidelines for the development of marketing innovations of tourism community enterprises in the central region of Thailand. by using a questionnaire for a sample of tourists who use products and services of tourism community enterprises in the central region of Thailand. The study was a sample of 318 people and key informants were experts with knowledge and experience in marketing innovation development, marketing and organization management, 9 people. It was a mixed research by using questionnaires as research tools. multi-stage sampling Data were analyzed using statistics, percentage, mean and standard deviation.
          The results of the data analysis revealed that 1) the study of marketing innovation concepts of tourism community enterprises in the central region of Thailand, four important aspects were found as follows: Tourism group community enterprise model Interaction with tourists, service and marketing success of group tourism community enterprises in central Thailand 2) the marketing innovation development approaches of group tourism community enterprises in the central region of Thailand found that factors affecting the marketing success of group tourism community enterprises were the interaction with tourists. where all factors contribute to each other and the model for the development of marketing innovations of community enterprises in tourism groups in the central region of Thailand can be practically applied.