APPROACHES TO THE DEVELOPMENT AND THE PROMOTION OF RAMAN CULTURE TOURISM AMONG THE PROVINCES OF THE CHAO PHRAYA BASIN
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Abstract
This research objectives were 1) to evaluate the Raman Cultural Tourism potentiality, 2) to explore the related configuration to the Raman Cultural Tourism development, 3) to analyze the digital marketing related to the Raman Cultural Tourism promotion and 4) to offer the related guidelines to the Raman Cultural Tourism promotion and development. The study was mainly focused on qualitative research which includes the in-depth interview of 33 related public and private officials, communities as well as academic personnel.
The results of content analysis and triangular data validation were found that 1) the potentiality of the Raman Cultural Tourism is uniquely attractive to tourists and over a decade, the tourism events have been promoted consistently. The related facilities have been developed to serve tourists’ needs including destinations’ management; maintaining the cultural environment, providing varieties of physical activities, supportive transportation as well as tourism planning cooperation for community income. 2) The related configuration to the Raman Cultural Tourism includes varieties of tourist attractions which can be found in a Raman home and easy to reach. The facilities are provided to tourists for their basic needs. Accommodations are available in both full services and homestays. In terms of tourism activities, the related communities have also provided multiple activities to the tourist choices. In term of community recognition, the related personnel are ready for all services. They are uniquely maintaining their Raman identity and belief. The safety policy has been launched. The Raman communities has also reflected their identity and service mind through recognition. 3) The digital marketing for the Raman Cultural Tourism promotion; the communities and tourists have planned for tourism activities, news promotion and collaborate with tourism business organizations in pricing and payment process according to tourism marketing gimmick. It looks like social media is the most important channel to reach the target tourists recently. 4) Approaches to the Development and the Promotion of Raman Culture Tourism among the Provinces of the Chao Phraya Basin are offered in CC-Raman Model, Communication, Co-Creation, Resources, Activities, Management, Authenticity, and Networking.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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