Promotion of creative tourism marketing through technology to develop the local economy in Uthai Thani province การส่งเสริมการตลาดการท่องเที่ยวเชิงสร้างสรรค์ด้วยเทคโนโลยี เพื่อพัฒนาเศรษฐกิจชุมชนในจังหวัดอุทัยธานี

Abstract

Given the importance of technology and innovation in tourism, this research aims to develop ways of promoting creative tourism as well as appropriate marketing technology in communities in Uthai Thani province. The research took the form of participatory research conducted in conjunction with local communities. Data collection was qualitative, involving interviews and focus groups with twenty participants in the communities of Ban Sanam, Ban Tha Pho, and Ban Rong Nam Khaeng. Data was analyzed by means of thematic analysis.

         Research results suggest a suitable marketing model for creative tourism in Uthai Thani adapted from the Integrated Marketing Communication model. This model involves (1) branding Uthai Thani as a creative tourism destination; (2) engaging in public relations through the tourism partner network; (3) social media marketing; (4) combining tourism products and interesting advertisements; and (5) direct sales to tourists using the community's identity and character as important selling points. The research also created two technological marketing products: a video clip about creative activities in communities and a website to promote creative tourism in Uthai Thani. The research results are expected to benefit both the public sector and the three communities by providing a resource for promoting creative tourism in Uthai Thani.