TRANSPORT GUIDELINES, MARKETING, MEDIA USAGE FOR SELLING PRODUCTS OF BEHIND THE ROMAN TEMPLE COMMUNITY CHANTHABURI PROVINCE UNDER THE CORONAVIRUS DISEASE 2019 SITUATION

Abstract

            The objectives of this research are as follows: 1) the level of factors about using the tool digital communication potential attraction creative economy and the efficiency of using digital media to promote tourism in Chanthaburi province under the coronavirus disease 2019 (COVID-19) situation, 2) causal factors affecting the efficiency of using digital media to promote tourism in Chanthaburi province under the coronavirus disease 2019 (COVID-19) situation, and 3) propose marketing promotion guidelines from using digital media to promote products of the community behind Roman temple, Chanthaburi province, under the coronavirus disease 2019 (COVID-19) situation. Mixed research methodology. The research tools included questionnaires and interview form the research instrument was a questionnaire, which collected data from a sample of visitors who purchased the products of the Roman abbey community, Chanthaburi province. A total of 384 participants were analyzed by frequency distribution, percentage, mean, standard deviation, skewness, kurtosis and structural equation model analysis techniques. The results showed that the sample group saw that the community behind the Roman temple, Chanthaburi province was a high level of use of digital communication tools, a high level of tourism potential and a high level of creative economy. To promote tourism in Chanthaburi at a high level. Causal factors on the efficiency of using digital media to promote tourism in Chanthaburi province under the coronavirus disease 2019 (COVID-19) situation at a statistically significant level of .05, it was found that the factors related to the use of digital communication tools potential attraction and creative economy. There was a direct correlation to the efficiency of using digital media to promote tourism in Chanthaburi. Travel in Chanthaburi is good and acceptable accounted for 82.40%. Marketing promotion approaches from using digital media to promote products of the Roman temple community, Chanthaburi province under the coronavirus disease 2019 (COVID-19) situation, including the use of digital communication tools potential attraction and creative economy efficiency of using digital media to promote tourism in Chanthaburi province:      1) using digital communication tools to build awareness and image. There is a marketing promotion by informing the promotion. Promotion through social media, 2) create a unique and attractive identity in a place or community culture, 3) preserving the identity of the community's way of life through the history of the community as a story as a community product and revitalize the way of life of a traditional commercial district product development, and 4) outside-in strategy contributes to sustainable tourism processes in the community and leads to the development of income generating channels.