GUIDELINES FOR DEVELOPING MEDIA, CONTENT AND MARKEING CHANNEL OF KHANOM LA, NAKHON SI THAMMARAT PROVINCE

Abstract

This research was to explore media, content and marketing channel of Khanom La of Nakhon Si Thammarat Province and to find approaches to develop media, content and marketing channel. In-depth interview was used with key informants who consist of provincial sectors, entrepreneurs and consumers in the amount of 10 people. After that the researchers analyzed the content, synthesized and summarized as approaches to develop media, content and marketing channel of Khanom La of Nakhon Si Thammarat Province.          

The results of the research revealed that media, content and marketing channel were sales through personal media and at the shop for making the merit in the festival of the Tenth Lunar Month (Boon Sat Duan Sib) of southern people; especially, in “Mrub procession”. The famous Khanom La in Nakhon Si Thammarat Province was Hoi Rak Village, Hu Long Sub-district, Pak Phanang District. For today's new media, content and marketing channel, Khanom La had been upgraded by processing them in different ways and communicating in tourism. It was presented through social media and communicated through packaging including the use of various other media. For approaches to develop media and marketing channel of Kanom La, Nakhon Si Thammarat Province was that media and marketing channel should be operated with online and personal media, namely Kanom La entrepreneurs played important role in develop media and marketing channel. Content should be interested by consumers. Kanom La entrepreneurs or community should take part in the presentation by pointing out the importance and identity of Kanom La, realizing consumers’ need such as deliciousness, value of food, natural material, etc. and focusing on brand presentation and promotional packaging.