Marketing Strategies for Eco-Adventure Tourism: A Case Study of Krung Ching Subdistrict, Nopphitam District, Nakhon Si Thammarat Province
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Abstract
In this research investigation, the researchers examine marketing situations and develop a model of marketing strategies for eco-adventure tourism in Krung Ching subdistrict, Nopphitam district, Nakhon Si Thammarat province. In this qualitative research, key informants consisted of twenty members of the integrated agrotourism enterprise group using the techniques of purposive sampling and chain sampling. Data were collected from documents, in-depth interviews, and focus group discussions through the community participation process. Data were analyzed using the technique of content analysis.
Findings showed that the integrated agrotourism enterprise group commenced from the integration of agriculturalists. Later, they separated to form an enterprise group. In regard to the community potential, Khao Chang Lon Sea of Mist is a tourist attraction. Tie dye cloth from Yan Pho Uat, a local raw material from Krung Ching subdistrict, is a famous product. In addition, tourism activities have been included i.e. Khlong Klai rafting, bird watching, as well as visits to the Krung Ching Waterfall, and Hong Cave. The highest proportion of tourists came from such nearby provinces as Songkhla, Trang, Phatthalung, and Surat Thani. Next in descending order were tourists from Nakhon Si Thammarat, who came in groups or families. The model of marketing strategies for eco-adventure tourism in Nopphitam district, Nakhon Si Thammarat province consists of 1) branding strategy; 2) marketing communication strategy; and 3) product strategy.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง หากบุคคลหรือหน่วยงานใดต้องการนำบทความทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อ หรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ก่อนเท่านั้น
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