Consumer Behavior and the Development of the Marketing Mix for Creative Community-Based Tourism Products Based on Local Identity in Khlong Khuean Subdistrict Chachoengsao Province

Abstract

This research consists purposes were 1. to examine consumer behavior influencing the marketing mix in the development of tourism products and 2. to develop the marketing mix of creative community-based tourism products grounded in local identity in Khlong Khuean Subdistrict, Chachoengsao Province. A mixed-methods research design was employed, integrating quantitative research with participatory action research. The quantitative sample consisted of 400 tourist consumers, selected through accidental sampling, while the qualitative informants comprised 20 participants, including community-based tourism entrepreneurs and representatives from relevant government agencies in the study area. Research instruments included questionnaires and qualitative data collection through participatory action research using focus group discussions based on the Business Model Canvas framework. Quantitative data were analyzed using descriptive statistics, t-tests and one-way analysis of variance (ANOVA), whereas qualitative data were analyzed through content analysis. The results indicated that 1) Consumers placed the greatest importance on the personnel factor (x̅ = 4.23, S.D. = 0.54), followed by the product factor (x̅ = 4.06, S.D. = 0.55) and the price factor (x̅ = 3.99, S.D. = 0.56). Personal factors including gender, age, marital status, educational level, and occupation had a statistically significant effect on purchasing decision behavior for community products at the .05 level, whereas average monthly income did not show a statistically significant difference and 2) The development of the marketing mix for creative community-based tourism products consisted of (1) mango leaf herbal tea, which represents the extension of local wisdom and the utilization of agricultural by-products and (2) mango in syrup, which has been certified by the Thai Food and Drug Administration (FDA). In addition, the research team developed online marketing channels through the website Khlong Khuean.com and the Facebook fan page of the Khlong Khuean Sub-district community-based tourism group, serving as platforms for public relations and product sales. These initiatives have significantly enhanced the community’s visibility and recognition. The results demonstrate that integrating the concepts of the creative economy, digital marketing and community participation can enhance the potential of community-based tourism and generate sustainable income for local residents.