The Marketing Promotion for Dhamma - Based Tourism of Ban Pong Tham Village, Wang Thong Sub – district, Wang Nuea District, Lampang Province

Authors

  • Sonthiya Suwannaraj Faculty of Management Science, Lampang Rajabhat University.

Keywords:

marketing communication, community potential, dhamma – based tourism

Abstract

      This research aimed to study the readiness of tourist attractions and tourist’s perception towards travel information in Dhamma-based tourism and to search for a Dhamma-based tourism marketing communication channels. For the first objective, a quantitative research method was employed. The research population and sample were 400 tourists and general people in Lampang Province. They were chosen by accidental sampling. The data were collected by using a questionnaire. For the second objective, the data were collected from 20 representatives of tourism occupational groups and experts. They were chosen by purposive sampling. The research tools were an in-depth interview and focus group discussion. The result showed that the readiness of Dhamma-based tourist attractions, analyzed according to 7 elements of service marketing principles, revealed 6 elements: product, price, marketing promotion, physical characteristics, process, and personnel. It was also found that there were 4 channels for receiving marketing promotion for Dhamma-based tourism of Pong Tham Village: 1) perception through multimedia (x̅ =2.51) , 2) perception through online websites (x̅ =2.49), 3) perception through marketing promotion and tourism programs (x̅ =2.45), and 4) perception through online social media (x̅ =2.44), respectively. In addition, it was found that a public relation through social media websites is the most suitable channel for marketing communication of Pong Tham Village’s Dhamma-based tourism.

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Published

2020-12-14

Issue

Vol. 11 No. 2 (2020): July-December

Section

บทความวิจัย (Research Article)