The Guideline for Perceive Value Creation of Inno–Life Otop Tourism in Kanchanaburi Province

Abstract

This research aimed to 1) study the OTOP Inno - life OTOP tourism, integrated marketing communication level, and value perception level of Inno – life OTOP tourism in Kanchanaburi province, 2) study the factors of integrated marketing communication which affected to value perception of Inno - life OTOP tourism in Kanchanaburi province and 3) The Guidine For Perceive Value Creation Of Inno - Life Otop Tourism In Kanchanaburi Province. The research was applied a quantitative research method by collecting data from 180 tourists in Kanchanaburi as well as a qualitative research method by collecting the data from interviewing the main informants who were officers of Kanchanaburi Community Development Office and OTOP entrepreneurs in Inno - life OTOP tourism area for 5 people. The data were analyzed through statistics, percentage, mean, standard deviation (S.D.), multiple regression analysis, and content analysis.

            The research result presented that 1. The integrated marketing communication level of inno – life OTOP in Kanchanaburi as overall and each aspect were at a high level, 2. The factors affected to value perception of Inno - life OTOP in Kanchanaburi as overall and each aspect were at a high level, 3. The integrated marketing communication factors in part of an advertisement, public relation, sales promotion, personal selling, and direct marketing influenced the value perception of Inno – life OTOP in Kanchanaburi with statistically significant at level .05 and sales promotion factors influenced value perception with no statistically significant, 4. The Guidine For Perceive Value Creation Of Inno - Life Otop Tourism In Kanchanaburi Province consisted of 4.1 Online Channel Advertisement: printing media to provide the product information and promote the inno - life community in Kanchanaburi, 4.2 Public Relation: using well-known social media person to engage with the community attractiveness from outsiders and tourists, 4.3 Sales Promotion: entrepreneurs and government institutions promoted the community as a learning center as well as producing the product and providing service together with community tourism, 4.4 Personal Selling: government institutions acted as a marketing skill promoter to community entrepreneur to encourage the spirit, personality, and good attitude in selling the product, and 4.5 Direct Marketing: government institutions organized the promotional sales event for entrepreneur in order to exhibit their products and provide additional sales channels. The activities of government led to word of mouth by tourists who had attended the activities. Thus, this research proposed OTOP entrepreneurs and government institutions applied all integrated marketing community tools in order to promote the value of Inno – life OTOP tourism.