The Community Tourism Marketing Management based on Cultural Heritage Site of Khong-Chi-Mun River Basin for Linked Thai–Laos-Vietnam Tourism
The objectives of this research are 1) to increase community based tourism (CBT) competitiveness and mechanism of marketing management, 2) to develop CBT potential of ISAN human resources, 3) to participate of local community in marketing management, 4) to study the tourist behavior and need and tourist perception toward the CBT on cultural heritage, and 5) to find out the guidelines for development of the destination image and to develop the strategies for the image communication of the CBT. This research employed both quantitative and qualitative research. The research populations of Thai, Laos, Vietnamese, international tourists are respectively 400, 200, 100 and 100 samples as well as local community members of CBT in north eastern region. For the qualitative research, the researcher collected data of 75 CBT villages and 20 CBT villages for the participation action research process. To increase the competitiveness and marketing mechanism of CBT based on Cultural Heritage of Khong-Chi–Mun River Basin in North Eastern Region of Thailand, the CBT cluster and networking are developed to increase potential, knowledge, understanding in marketing management in middle level. The vision of CBT ISAN cluster and network plan and mechanism is “Collaborative and Cooperative for creating and increasing CBT and sustainable of community based tourism marketing management”. The vision of CBT marketing plan is “Be tourist destination in uniqueness and identity of north eastern region with is ISAN way of life and cultural, purely of ISAN local community, and satisfy tourist by provides the best welcome and service in ISAN identity way and standard”. Common tourist needs are the friendly service from the good host. Tourist behaviors of Thai, Laos, Vietnamese and international are different. For the perception of the destination image of the community based tourism in the north eastern region, The perception of Thai and foreign tourists is the friendliness of ISAN people, whereas, that of Laos tourists is ISAN cultural heritage. On the other hand, Vietnamese tourists have perception in terms of the local identity of ISAN ethnic groups.
คีย์เวิร์ด: CBT management, Tourism marketing management mechanism, CBT image, CBT cluster
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