Guidelines for Marketing Communication to Promote Community Tourism in Nang Loeng, Bangkok, Thailand
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Abstract
This study examines the tourism behaviors exhibited by visitors to the Nang Loeng community in Bangkok and explores strategies for enhancing tourism through innovative methodologies and marketing communications. A mixed-methods approach was employed, involving 400 tourists who participated in community activities and a key informant group of 10 individuals comprising community leaders and local tourism operators. Data collection included questionnaires and interviews, and analysis utilized frequency, percentage, mean, standard deviation, and content analysis techniques. Findings reveal two key aspects: the former is Tourist Behavior. Tourists are drawn to Nang Loeng for its rich cultural lifestyle. Most visitors travel independently or in small groups of one to three and prefer visiting on weekends or public holidays. They primarily gather information through YouTube and online searches. The latter is Marketing Communication Strategies. To promote tourism, experiential marketing is vital, focusing on creating memorable experiences. Word-of-Mouth, digital, and sustainable marketing also play pivotal roles. Strategies should emphasize building awareness of Nang Loeng’s appeal, fostering interest in its unique offerings, and cultivating a desire to explore its culture and history. These efforts aim to encourage trip planning and visits to the community. This research underscores the importance of integrating cultural immersion and engaging communication tactics to position Nang Loeng as a desirable and sustainable tourist destination
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