Marketing strategies for Tai-Yuan culture tourism of Kad Him Num Prayatod, Prayatod subdistrict, Sao Hai district, Saraburi province

Abstract

The objectives of this article were (1) to study the marketing environment for Thai-yuan cultural tourism in Kad Him Nam Phrayatod (2) to analyze the marketing environment for Thai-yuan cultural tourism in Kad Him Nam Phrayatod and (3) to study the marketing strategy for Thai-yuan cultural tourism of Kad Him Nam Phrayatod. It was qualitative research. The research area was Kad Him Nam Phrayatod in Phrayatod Subdistrict, Sao Hai District, Saraburi Province. A target group of 26 was selected using quota sampling: 1 community sage, 2 committees of Him Nam Phrayatod market,
3 market vendor representatives, and 20 tourists. The research tools were interviews and focus group discussions. The results showed that: (1) Kad Him Nam Phrayatod was a cultural attraction that presented the way of life of the Thai-Yuan people in Saraburi. Products sold were community products and local arts and culture were exhibited. (2) Environmental analysis, it was found that Kad Him Nam Phrayatod was classified as a marketing challenger by using various strategies including advertising and public relations through more media and creating a unique identity of the product. (3) Tourism marketing strategies included food style development, new packaging design, longer shelf life of local food products, package pricing, differentiation of services, and development of public relations media and communication channels.