Marketing Promotion of Community Based Tourism and Local Products Through Brand, Storytelling, Identity and Business Model of Pa Miang Sub-District, Doi Saket District, Chiang Mai Province

Abstract

This research focused on creating brands, storytelling and identity to promote community-based tourism and community products and building the business models for marketing plans and promotion of Pa Miang community-based tourism and community products. The research involved the application of the mixed method as  the qualitative research instrument, which consisted of in-depth interviews, group discussions, relevant documents and data analysis using content analysis, while the quantitative instrument consisted of questionnaires administered to 400 tourists and descriptive statistics for data analysis. Branding results of 4 brand prototypes indicated that a brand portfolio was an individual brand to create different competitive positions in each market segmentation.    The result of creating storytelling for advertising and public relations through social media showed the characters focused on a destination branding for natural attractions and community products from the Pga Kayao tribe, a storyline showed the travel routes of round trip in Pa Miang Sub-district, and the theme was demonstrating the charm of Pa Miang Sub-district. The business model building showed that business model was structured in 2 parts; the cost structure and customers and revenues data which were consistent for delivering added values for customers and creating value for community-based tourism and community products.