Marketing Strategies to Promote Creative Cultural Tourism in Khek Noi Subdistrict, Khao Kho District, Phetchabun Province

Abstract

This research article aimed 1. to study the context of cultural tourism, 2. to study the behavior of Thai tourists visiting Khek Noi subdistrict, and 3. to present marketing strategies that promote creative cultural tourism in Khek Noi subdistrict.  It is qualitative research using semi-structured in-depth interview.  The 32 key informants who were selected using purposive sampling included eight cultural tourism business operators, four government officials, and 20 Thai tourists visiting Khek Noi subdistrict.  The data obtained were analyzed using content analysis.  The results of the research found that    1. Khek Noi subdistrict had interesting natural and cultural areas divided into 5 areas:     1. tourism, 2. traditions and annual events, 3. local wisdom, 4. local language, and        5. local products and souvenirs.  2. The main reasons why tourists chose to visit Khek Noi subdistrict was that traveling was convenient, they also wanted to experience the Hmong New Year tradition and wanted to taste local food. And 3. The methods of marketing strategies that promoted creative cultural tourism should be focused on  1. advertising, 2. public relations, 3. sales promotion, and 4. personal selling, so that the tourists could plan their travel.  In addition, a website should be created to promote creative cultural tourism individually in order to disseminate creative tourism information that the tourists could participate in such activities and attract more tourists to visit, etc.