The Development of Tourism Marketing Guidelines by Using Innovation as a Tool for Development: A Study Case for Huay Pong Village, Mae Win Sub–District, Mae Wang District, Chiang Mai Province
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Abstract
This research is participatory action research using service innovation and the design thinking process as tools for the development of tourism marketing guidelines in Huay Pong Village, Mae Win Sub–District, Mae Wang District, Chiang Mai Province. The objectives were to study the context of Huay Pong village, and to develop tourism marketing by using service innovation as a tool. Data collection was done through an interview form and questionnaire from 18 representatives of community–based tourism groups using a specific sampling method; selected only those who participated in community–based tourism management in the area of community–based tourism sites in Huay Pong Village.
Results of the study revealed that the key elements of community–based tourism in Huay Pong village had three elements: 1) walking trails along the waterfront and walking trails along the mountains; 2) tourism resources in the village, including community forests and camping areas; and 3) Huay Pong community–based tourism group. The results of the marketing development based on the service innovation concept were as follows: 1) digital scope had created an online platform for the Huay Pong community–based tourism group on Facebook and social media; 2) design scope had created a logo for Huay Pong community–based tourism and offline media in the form of brochures; 3) service scope had linked QR codes with a reliable database to display resource information on natural walking trails and used the My Altitude application to explain the height above sea level of the area while tourists were trekking; 4) town scope or community scope had designed camping areas and natural walking trails such as walking trails along the waterfront (4 kilometers) and walking trails along the mountains (5 kilometers), each of which can carry a maximum of 300 tourists per time.
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