The Storytelling Development of MICE Communities for Promoting Integrated Marketing in the Hidden Gems PLUS City, Nakhon Pathom Province

Abstract

This research aimed to develop the storytelling of the MICE community for integrated marketing communications in Nakhon Pathom Province, the Hidden Gems PLUS Cities. It was qualitative research. The data were collected by in-depth interview with 40 stakeholders and the focus group with 40 stakeholders. The content analysis was evaluated in this study. The study results found that four story-telling about Mice communities can be created in the communities of Nakhon Pathom, the 12 Cities Hidden Gems PLUS, as follows: 1) Huai Muang Community: Creating a culinary MICE storytelling by joining the Lao Krang ethnic group, Lao Krang culture, the lifestyle of shrimp farmers, and shrimp dishes which lead to food-cultural learning in the destination for MICE tourists; 2) Klong Mahasawas community:  Creating the story of MICE through their way of life along the canal, the canal of faith, and the problems of the way of life along the canal, which lead to the CSR activities for the creative MICE tourists' group; 3) Koh Lad E Tan Community: Creating an agricultural MICE story with Thai-Chinese culture, the history of Koh Lad E Tan, the diversity of agricultural activities, and the suitable activities to build unity, experiences, and CSR activities for creative MICE tourists; and 4) Pathom Asoke Community: creating health-related MICE stories with local wisdom and religion, holistic health care, and physical and spiritual health, leading to a destination for the Dharma MICE tourists' group.