GUIDELINE FOR INTEGRATED MARKETING STRATEGY DEVELOPMENT FOR THE IMAGE-BUILDING OF ECOTOURISM BY BAN PAMBOK COMMUNITY THUNG YAO SUB-DISTRICT, PAI DISTRICT, MAE HONG SON PROVINCE
Keywords:
Potential Development, Identity, Ecotourism, SustainabilityAbstract
This research aimed to study the development of sustainable integrated marketing strategy for the image-building of Ecotourism. Population and sample were stakeholders in the Ban Pambok community. The samples were selected by purposive sampling from 20 people who interested in ecotourism management grouping. Data were collected from the interview. The results of the research showed that the suitable strategy for sustainable ecotourism by Ban Pambok community is the growth acceleration strategy to expand the organization. The strategies that correct and appropriate to use to integrate the community are: 1. Product development which includes: 1.1) new market development 1.2) the development of the variety of ecotourism to attract more attention 1.3) the development of the identity of the brand that represents the meaning of ecotourism. 2. Market penetration strategy which includes; 2.1) raise the awareness of tourism and service identities by using marketing communications strategy via lifestyle, traditions and beliefs 2.2) unify the communication of the organization by giving the information 2.3) increase online marketing channels. 3. Emphasize the market development which includes: 3.1) market research for ecotourism development 3.2) use the product/ design strategy of the tourism from upstream to downstream.
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