Cultural tourism marketing communication management model, Chanthaburi province

Abstract

           PURPOSES: To study the behavior of receiving information and marketing communication management model for cultural tourism in Chanthaburi Province. METHODS:  It was a mixed method approach of quantitative and qualitative research methods. The sample group consisted of 384 tourists. Key informants were community leaders, community cultural experts, representatives from educational institutions in the community, and representatives of community tourism group. The tools used were questionnaires and interviews. RESULTS: The majority of tourists received cultural tourism information in Chanthaburi Province from the Internet, such as the Google web site, 2-3 times a month for news, with less than 15 minutes each in their free time. The marketing communication management model for cultural tourism in Chanthaburi Province was based on managing cultural resources and promoting the deployment of cultural capital to achieve economic value with the community as a mechanism for creating content with a support network for communicating with the community. THEORY/POLICY IMPLICATIONS: The Rambhaibarni Rajabhat University and other organizations could promote the Model as a model for cultural tourism marketing management in other provinces.