Marketing 4.0 to Create Value-Added Agricultural Products for Creative Tourism in Klong Lam Ko Lao Community

Abstract

This research aimed to 1)  explore the community conditions and tourist attractions along the Klong Lam Ko Lao, Nong Chok District, Bangkok by analyzing the advantages, disadvantages and obstacles of the community to develop tourist attractions, 2) discover the behavior and needs of tourists in the 4.0 era towards the creative tourism model in Bangkok,   3) develop the marketing 4.0 approach to create value-added agricultural products for creative tourism, Klong Lam Ko Lao Community, Nong Chok District, Bangkok, 4) present the creative tourism model that is suitable for the Klong Lam Ko Lao community, Nong Chok district, Bangkok by employing mix methods reserach. The In-depth interview was conducted with 28 samples: 18 community leaders of Klong Lam Ko Lao community and 10 tourists in Bangkok, and questionnaires were responded by 430 respondents living in Bangkok by using simple random sampling.

The results found that 1) community conditions and tourist attractions along the Klong Lam Ko Lao, Nong Chok District, Bangkok had advantages and opportunities for developing as a tourist attraction. This is because the canal is still beautiful and natural, and it is near Suvarnabhumi Airport, so tourists can see the ways of the community life along with the canal by taking the ecotourism route within one day, 2) the behavior and needs of tourists in the 4.0 era had positive influences on "Factors in choosing a tourist destination" and "Creative tourism style" with the statistical significance at .001 level. Most of them received news and tourist information from Facebook, and Homestay and Farmstay were their most favorite travel format,3) the Marketing 4.0 through various platforms such as Facebook, YouTube, Google Search and Line Application could create value-added agricultural products for creative tourism, Klong Lam Ko Lao Community, Nong Chok District, Bangkok by creating through an image of identity, lifestyles and activities, 4) the creative tourism model that was suitable for the Klong Lam Ko Lao Community were homestay and farmstay, the ecotourism and the nature tourism and the cultural arts tourism, respectively.