Development of Online Marketing for Agricultural Tourism Based on Banana Resources Kamphaeng Phet Province

Abstract

This research aimed to: 1) develop online marketing of banana-based agricultural tourism in Kamphaeng Phet Province and 2) study tourists’ opinions on online marketing of banana-based agricultural tourism in Kamphaeng Phet Province. A mixed-method research methodology was employed. Data were collected through focus group discussions with 9 online marketing experts, purposively selected informants, and 222 tourists were randomly selected. Qualitative data were analyzed by content analysis, while quantitative data were analyzed by descriptive statistics in terms of frequency and percentage. The results of the research found that 1) there are 8 steps in developing online marketing of banana-based agricultural tourism: (1) clearly define the target group, (2) define the selling point and create a unique identity, and (3) create a variety of marketing content such as short video clips. Storytelling, articles, infographics, and reviews (4) using various online media channels including Facebook, Instagram, TikTok, YouTube, and Google My Business (5) creating an online community (6) organizing a launch event (7) integrating online and offline marketing, and (8) measuring and constantly improving strategies. 2) A study of tourists' opinions on online marketing of agricultural tourism based on banana resources found that most tourists were impressed with the online marketing media (49.50%), the content in the clip was clear (47.70%), the content in the clip was very interesting (55.40%), the quality of the image and sound of the clip was very good (50.90%), and the length of the clip was appropriate (55.40%). The content that tourists were most impressed with in the top 3 video clips were as follows: (1) farmers' lifestyle, (2) making savory food from bananas, and (3) the process of growing bananas.