Marketing Communication Strategies to Promote Tourism in the Talay Noi community Phatthalung Province

Abstract

This research article aims to (1) explore and propose marketing communication strategies to promote community-based tourism in Thale Noi, Phatthalung Province, and (2) present marketing communication activities that support tourism in the area: this qualitative research employed in-depth interviews, focus group discussions, and field observations. A total of 25 participants were selected based on predefined criteria, and the data were analyzed using content analysis. The findings indicate that an integrated marketing communication strategy comprising tourism event media, online media, print media, interpersonal communication, multimedia, and collaborative marketing with other organizations is effective. Among these, event-based marketing, online media, and collaborative campaigns with both public and private sectors were particularly effective in raising awareness, fostering engagement, and enhancing the community's image. These strategies contribute to community development by encouraging local participation and attracting new tourist segments to Thale Noi. However, the community faces marketing challenges, including limited promotional resources, lack of support from mainstream media, and difficulty in reaching target tourists. To ensure sustainable tourism development, digital marketing and social media should be leveraged with proactive public relations, cross-sector collaboration, and the creation of high-quality, engaging, and easily accessible content. These efforts will enhance destination visibility and promote tourism campaigns and activities effectively.