The Online Marketing Identity Communicating Strategic Model of Bueng Takhreng in Bangrakam District, Phitsanulok Province for Ecotourism

Abstract

This research aims to establish a strategic model for online marketing identity communication of Bueng Takhreng and Bangragam Mueang Mai area, Phitsanulok Province through quantitative research model by consolidating data from 384 questionnaires collected from the sampling groups as the minimum quantity required, which the researcher has gathered 406 sets in total. The data has been analyzed via percentage, mean, standard deviation whereas the hypothesis analysis employed an analysis of one sampling group and an analysis of a simple variance and regression used to find the predictive variables of the sample. The research results have revealed that Bueng Takhreng's online marketing identity communicating strategic model was initiated with media development where the media content was developed from the foundation of the area as an important factor. The research findings also demonstrate that the cultural capitals with statistical significance; natural attractions like a large lagoon, cultural-based heritages like Thai Song Dam woven fabric products, food, local traditions like the study on ecosystems of freshwater, fish, birds, etc., as well as the relationship with the locals, enable an access into the locals long history, allowing them to be able to generate income and benefits which, as a result, initiating sustainable tourism because of the environmental impact. This then leads to the sources of media development conducted for online communication, both during the stages of being a formative capital and appearing as a concrete capital with the statistical significance at 0.5.