MARKETING GUIDELINES FOR TOURISM ROUTE MANAGEMENT FOR ECONOMIC DEVELOPMENT IN THE DISTRICT OF SUNG NOEN, PAK THONG CHAI AND KHON BURI, NAKHON RATCHASIMA PROVINCE

Abstract

    Utilizing local tourism resources effectively through research aimed at studying the potential, demands, routes, and marketing approaches for managing tourism in the areas of Sung Nern District, Pak Thong Chai District, and Khon Buri District, Nakhon Ratchasima Province. Three sample groups were determined, comprising 24 relevant parties in the area, 400 tourists, and 71 local organizations. Surveys, potential assessment forms, questionnaires, and data recording forms were passed quality checks for each issue scoring 0.89, 0.87, 0.89, 0.84, and 0.93, respectively. Data collection was performed through interviews, needs assessments, and conference organization. Data were analyzed using content analysis, descriptive statistics of means, and standard deviations. The findings showed that 1) the overall potential of tourism resources is high ( =3.98, S.D.=0.75), 2) tourists have the highest level of demands for tourism ( =4.21, S.D.=0.76), 3) there are five types of tourism routes: historical, Buddhist, agricultural, ecotourism, and mixed routes, and 4) there are fifteen marketing guidelines for tourism management, consists of; preparing and clearly announcing tourism prices, coordinating and searching distribution channels, creating a position and direction, developing tourism products, exploring financial advertising, creating collaborative learning behaviors; coordinating business collaborations; promoting participation among tourism partners; consolidating tourism products and services; developing tourism personnel; increasing activities to expand tourism opportunities; studying the tourism environment; accepting public opinion; establishing tourism knowledge; developing the internal and external environment. These approaches will lead to the creation of jobs, incomes, investments, marketings, and geographic development in tourist areas.