Identities, Problem, and Obstacles in Marketing Communication of Ban Prasat Archaeological Site, Non Sung District, Nakhon Ratchasima Province

Abstract

This research investigates the identity, problems, and obstacles in marketing communication toward the identity and stakeholders’ opinions on Ban Prasat Archaeological Site, Non-Sung District, Nakhon Ratchasima Province. This research is a qualitative study using small group discussion. The research tool features group discussion questionnaires consisting of introduction questions, primary research questions, and summary questions. The results revealed the uniqueness and identity of the area being studied. It is discovered that the site is the largest and oldest 3,000-year prehistoric archaeological site (located nearby the Prasat Stream, which is one of the nine sacred streams of the vital water sources for the essential ceremonies of Thailand) of the Lower Isan area, which is on display as an open-air museum consisting of three excavation holes. The problems and obstacles in marketing communication of Ban Prasat Archaeological Site result calculated by the weight mean score approach consists of the Budget for marketing communication at the maximum up to 30%, the Variety of marketing communications 25%, the Content of communication 18.33%, the time to disseminate marketing communication 7.5%, and the Cooperation of related agencies 5%.