MODEL FOR MARKETING LEARNING MANAGEMENT OF TOURISM COMMUNITY IN MUKDAHAN PROVICE (CMLT MODEL)

Abstract

This research and development aimed 1) to study conditions and problems of marketing learning management, 2) to examine components of marketing learning management model, 3) to create and develop a marketing learning management model, 4) to execute in accordance with marketing learning management model, and 5) to identify the effectiveness of marketing learning management model of tourism community in Mukdahan province. There were 3 target groups, namely, community group, public sector group, private sector and customer group as well as specialist group. The research tools were the interview forms, which had IOC=0.89-0.91. Meanwhile, the questionnaires (No. 1-4) had α=0.98. The statistics used in the analysis included frequency, percentage, mean and standard deviation.

            The research results revealed that the conditions of marketing execution lacked marketing learning development, product development and tourism community’s value chain management. The analysis of 9 components in marketing learning management model was completed and marketing management components (9P) were found. The concept of CMLT (Community Marketing Learning Tourism) was applied in the marketing learning management model development, which led to the introduction of suitable model and curriculum (=4.62). After being implemented in training programs, the highest level of satisfaction was achieved in the overall picture (=4.48). The effectiveness of developed model using BSC concept indicated that, in financial, customer, internal process, as well as learning and development perspectives, higher sale volume (=4.66), supports from public and private sectors (=4.51), marketing team (=4.61), and marketing assessment (=4.58) were found, respectively.