Developing marketing strategies of Koh Lae Nang community-based tourism, Thepha District, Songkhla Province

Abstract

This research aims to assess marketing and product potential, study marketing mix factors influencing tourist satisfaction with tourist site services, and develop marketing strategies for the Koh Lae Nang Community Tourism Enterprise Group. Thepa, Chonburi. Songkhla is a participatory action research study consisting of qualitative research. The sample includes group members, community leaders, entrepreneurs, and representatives from government and private sector agencies.

Related to community-based tourism promotion by the group, totaling 25 people, a purposive sampling method was used. The research instrument was a semi-structured interview. Data processing involved analyzing interview data using content analysis and quantitative research methods. The sample consisted of 100 tourists visiting the Koh Lae Nang Community Tourism Enterprise. Non-probability sampling and purposive sampling were employed. The research instrument was a closed-ended questionnaire. Data processing involved descriptive statistical analysis. Basic statistics used for data analysis included percentages, means, standard deviations, inferential statistics, and multiple linear regression analysis.

The research findings indicate that marketing and product potential are managed informally and lack efficiency. Areas requiring improvement include distribution channels and sales promotion, particularly advertising and public relations. The marketing mix factors influencing tourist satisfaction are, in order: product, people, distribution channels, and price. Marketing promotion, physical environment, and process have no impact on satisfaction. Therefore, marketing strategy development should focus on improving product, people, distribution, and price to maximize satisfaction and encourage repeat visits and word-of-mouth referrals. Additionally, distribution channels and sales promotion need to be effectively communicated to tourists using modern marketing strategies. Government and private sector agencies can utilize the research findings to improve or present community-based tourism plans for sustainable community tourism.