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แนวทางการพัฒนารูปแบบการสื่อสารการตลาดแบบบูรณาการเพื่อส่งเสริมคุณค่าตราสินค้าการท่องเที่ยวชุมชน จังหวัดจันทบุรี |
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| รหัสดีโอไอ | |
| Creator | สมพงษ์ เส้งมณีย์ |
| Title | แนวทางการพัฒนารูปแบบการสื่อสารการตลาดแบบบูรณาการเพื่อส่งเสริมคุณค่าตราสินค้าการท่องเที่ยวชุมชน จังหวัดจันทบุรี |
| Contributor | โสภัทร นาสวัสดิ์, นธกฤต วันต๊ะเมล์ |
| Publisher | Faculty of Communication arts, Rambhai Barni Rajatbhat University |
| Publication Year | 2565 |
| Journal Title | Interdisciplinary social sciences and communication Journal |
| Journal Vol. | 5 |
| Journal No. | 3 |
| Page no. | 1-10 |
| Keyword | community- based tourism, Integrated marketing communication tool, Travel brand equity, Chanthaburi |
| URL Website | https://so02.tci-thaijo.org/index.php/ISSC/index |
| Website title | https://so02.tci-thaijo.org/index.php/ISSC/index |
| ISSN | ISSN 2630-0478 |
| Abstract | This research aims to 1) Study an integrated marketing communication model to promote the brand equity of community-based tourism Chanthaburi. 2) Study the influence of Integrated marketing communication tools to promote the brand equity of community-based tourism Chanthaburi and 3) Study and find ways to develop integrated marketing communications to promote the brand equity of community-based tourism Chanthaburi. Using a mixed methods research methodology divided into 3 phases. Phase 1 is qualitative research. By using in-depth interviews and observations from five people who played a significant role in tourism in Bang Sa Kao community, Laem Sing District, Chanthaburi Province. And bring research results to develop in phase 2 it was a quantitative research using questionnaires. For collecting data from 400 tourists from Bang Sa Kao community. Then the research results are further developed in Phase 3. This phase is a qualitative research. Using the Delphi Technique to reach a consensus on an integrated marketing communication approach to promote the brand equity of community-based tourism Chanthaburi. From experts Have experience working in tourism, both public and private sectors, total 15 people.The research found that An integrated marketing communication model to promote the brand equity of community-based tourism in which Bang Sa Kao uses Advertising, Public Relations, Personal Selling, Marketing Event and Online Marketing. Integrated marketing communication tools to influence value promotion The community tourism brands with statistical significance at the .05 level were: Personal Selling (β = .27) and Marketing Event (β = .27) Guidelines for developing integrated marketing communications to promote the brand equity of community-based tourism Chanthaburi There should be an analysis of the current situation. Determine the main target groups and secondary target groups. Clearly define the strengths of community-based tourism. Set clear objectives according to the brand value aspect. Define an integrated marketing communication tool. By using Personal Selling and Event Marketing It is the main tool and used as another tool for marketing communication, promotion in communication. There are both overview and separate evaluation for each tool type. With a period of 1 year of using the plan |
