Creating an online marketing identity communication strategy towards integral tourist attraction of Ban Wang Had, Ban Dan Lan Hoy District in Sukhothai Province

Abstract

This research article aims to present creation of an online marketing identity communication strategy towards integral tourist attraction of Ban Wang Had, Ban Dan Lan Hoy District in Sukhothai Province. The research model is mainly quantitative, using a questionnaire to collect data from 200 samples in total. The data were analyzed by percentage, mean and standard deviation whereas . hypothesis analysis used the structural equation analysis. The results showed that the model of the online marketing identity communication strategy towards integral tourist attraction of Ban Wang Had, Ban Dan Lan Hoy District in Sukhothai Province Starting from the development of media originated from developing media contents from the foundation of the area as an important factor. This indicated that the local capital used as a medium had a positive effect on attitudes leading to the impression with which identity would be remembered while affecting decision-making behaviors to travel and the media to advertise identities through an online platform. It was also found that behaviors of using online media for tourism affected travel decision-making from identity advertising media and words of mouth concerning advertisement of identity through the online platform. However, marketing mix factors did not affect tourists’ decision-making behaviors. From the research results, it can be concluded that Ban Wang Had is available in terms of 3 types of capital resources: social and cultural, financial management and efficient environmental capitals. All are the potentials that need to be developed into presentation of contents through the process of creating a local story and bringing new generations in the community to create communication for wider awareness. Doing so may enable development of effective marketing strategies in Ban Wang Had areas