แนวทางการพัฒนาผลิตภัณฑ์ท้องถิ่นเพื่อการเชื่อมโยงกับการท่องเที่ยว ของชุมชนบ้านบางกะจะ จังหวัดจันทบุรี

Sittichai Sricharoenpramong; Rudeewan Yingyong; Sattawat Thipsot

doi:10.14456/rcmrj.2020.240020

Authors

Sittichai Sricharoenpramong Department of Tourism, Faculty of Management Sciences, Rambhai Barni Rajabhat University
Rudeewan Yingyong Department of Marketing, Faculty of Management Sciences, Rambhai Barni Rajabhat University
Sattawat Thipsot Department of Marketing, Faculty of Management Sciences, Rambhai Barni Rajabhat University

DOI:

https://doi.org/10.14456/rcmrj.2020.240020

Keywords:

Product development, Local product, Bang Kacha, Community tourism

Abstract

The objectives of this research are 1) to study the behavior of Thai tourists in buying local products, and 2) to propose guidelines for the development of marketing mix strategies to connect with the tourism of Bang khacha community, Chanthaburi province. It is a quantitative research which uses a questionnaire to study the behavior of 400 Thai tourists in buying local products. The result revealed that 1) The tourists have an attitude towards tourism marketing mix factors of Bang khacha community, Chanthaburi province is in the "extremely agreeable" level. Most tourists buy souvenirs and artificial art. The cost of buying local products is between 1,001-1,500 baht and buying on Saturdays and Sundays between 15.01-18.00 hrs. Those involved in the decision to buy local products are friends or colleagues, and 2) guidelines for developing marketing mix strategies to connect with the tourism of Bang khacha community, Chanthaburi province is supposed to carry out marketing promotions and the development of local product formats to increase diversity. The reed mats as local products are used for public relations by the community knowledge management in order to support the local products development to inherit the wisdom and identity.

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