MARKETING MANAGEMENT GUIDELINES FOR TOURISM AND PRODUCT OF BAN KHLONG YAI COMMUNITY, KHLONG YAI SUBDISTRICT, LAEM NGOP DISTRICT, TRAT PROVINCE

Abstract

This study investigates marketing management approaches for tourism and local products in Ban Khlong Yai Community, Khlong Yai Subdistrict, Laem Ngop District, Trat Province. The objectives of the study are: (1) to examine the context of tourism resources and tourism products in Ban Khlong Yai Community, Laem Ngop District, Trat Province; (2) to study the marketing management model of Ban Khlong Yai Community; and (3) to propose guidelines for the development of marketing and tourism products in Ban Khlong Yai Community. The research employed a mixed-methods approach, integrating both qualitative and quantitative methodologies. Qualitative data were collected through field studies, including site surveys, semi-structured interviews, and focus group discussions, and were analyzed using content analysis. Quantitative data were collected using questionnaires administered to 400 tourists, and the data were analyzed using SPSS to calculate means and standard deviations.

          The findings, in accordance with the research objectives, revealed that: The tourism resources and products of Ban Khlong Yai Community with tourism potential include Khlong Song Nam fabric, pineapple-pattern woven fabric, auspicious khanom jeen noodles, Sam Pa fabric, Ban Khlong Yai Temple, and Khao Wong Wian. The overall marketing management model of Ban Khlong Yai Community was rated at a high level. Among the marketing management components, the aspect most preferred by tourists was physical evidence, followed by personnel. The guidelines for the development of Marketing Management in Ban Khlong Yai Community consist of the following:
(1) promoting the development of product differentiation; (2) establishing clear and transparent pricing; (3) enhancing distribution channels; (4) expanding promotional and public relations channels; (5) developing the use of communication technologies; (6) increasing facilities and amenities; and
(7) improving tourism service skills. In addition. The guidelines for the development of tourism products in Ban Khlong Yai Community further include: (1) promoting the development of packaging and improving the landscape of tourist attractions; (2) increasing transportation accessibility; (3) enhancing facilities and amenities; (4) promoting an increase in community-based tourism activities; and (5) establishing homestay groups.