Enhancing Agritourism in Thailand Through Digital Marketing Strategies: Challenges and Opportunities in the New Normal
Keywords:
Digital marketing, Marketing Communication Strategy, Agritourism, Digital Age, Tourism recovery, Consumer engagementAbstract
The main focus of this article is to investigate the potential of marketing communication strategies to bolster agritourism in the context of the COVID-19 pandemic and the digital age. The tourism industry is progressively resuming operations as governmental controls are eased and the virus's effects begin to diminish. Nevertheless, the "new normal" necessitates a departure from conventional tourism models and alterations in the conduct of tourists. In order to align with consumer demands and adequately equip farmers for the digital age, it is imperative to augment communication strategies employed in agricultural tourism marketing. Nevertheless, in this period of the "new normal," which necessitates a departure from traditional forms of tourism, including changes in visitor travel behavior. For instance, it is necessary to alter the original version. To effectively cater to consumer expectations and equip farmers for the digital era, it is essential to enhance agricultural tourism marketing communication approaches. Utilizing innovation to enhance agrotourism experiences by increasing the level of engagement at agrotourism locations. The creation of selling points can be achieved through the implementation of six marketing communication tactics. These strategies encompass the following: 1) ensuring that all online social media applications and content remain consistently updated and engaging. 2) Establishing a human touch in marketing efforts to foster a personal connection with the target audience. 3) Posting content on various online social media platforms at optimal times to maximize reach and engagement. 4) Implementing a push-to-store approach to drive customers to physical retail locations. 5) Maintaining a consistent brand positioning and cultivating a loyal follower base. 6) Showcasing agritourism activities by integrating the agricultural sector and community way of life with tourism.
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