Marketing Communication Guidelines for Promoting Community Tourism in Phatthalung Province

Abstract

The purposes of this research were 1) to study the behavior of tourists towards community tourist in Phatthalung Province and 2) to study the marketing communication guidelines for promoting community tourism in Phatthalung Province. Sample group were 300 tourists visiting Phatthalung Province were asked to answer the questionnaires and participate in activities with community in the province. 20 community representatives were interviewed and also asked to answer the questionnaires. Percentage and content analysis were used to analyze the collected data. The research results were 1) main purpose of the tourists who visited Phatthalung Province were relaxation and they selected target destinations by their own interests. 2) According to the interview result, the marketing communication guidelines for promoting community tourism in Phatthalung Province should be developed in various media according to the interested community activities such as interested community target place, festivals and cultural events in the province. These communication guidelines should be developed by the relevant government agencies, private entrepreneurs, and local communities. The communication guideline should combine communication and marketing process using marketing mix factors (7Ps). As a result, tourist who visited Phatthalung Province would feel comfortable to have a qualified vacation destination to visit. Beside these communication guideline, communication and marketing process using marketing mix factors (7Ps), there should be supports such as budget, personnel and various media to carry on these tools to be up to date. These would be an effective resource to promote Phatthalung Province to be one of the most attractive places to visit in Thailand.