Knowledge Management to Enhance Marketing Development of Community-Based Cultural Tourism

Abstract

This research aimed to analyze the marketing situation of community- based cultural tourism at Bang Mae Mai community, Suphan Buri province and study the knowledge management for enhancing marketing development of community-based cultural tourism of Bang Mae Mai community, Suphan Buri province. The data were compiled via 5 sectors; community leaders, government sector, private sector, educators, and local government organization. The research was conducted by utilizing content analysis, and qualitative research including small group discussion, and analyzing the discovered issues which were later described. The results revealed that the current marketing situation is a crucial element to support the existence of the community under the rapid change, to be prepared the defensive strategy, and to seize the approach strategy. The marketing development for enhancing community-based cultural tourism triggers the instrument creation of the knowledge management which were 1) sharing aspects of party networks, 2) organizing community tourism, 3) learning from the smart community, 4) transcribing lessons, and 5) transferring knowledge. According to the instrument usage of the knowledge management, it affects the achievement toward the knowledge management which composes of 1) leaders and great teamwork, 2) understanding tourists, 3) appropriate marketing strategy, 4) connecting network party, 5) telling community’s story, 6) choosing effective and up-to-date media, and 7) participation and harmony. Bang Mae Mai community could effectively implement the knowledge management to develop the marketing of community-based cultural tourism which contributes to the strength and sustainable self – reliance.