THE MARKETING COMMUNICATION POTENTIAL OF ENTREPRENEURS FOR ETHNICAL AND CUTURAL PRODUCTS IN MAE HONG SON

Abstract

This study aims to analyze the marketing communication potential of entrepreneurs in cultural products and cultural goods of ethnic groups in Mae Hong Son province. The study focused on the population group of entrepreneurs involved in cultural products and cultural goods within ethnic groups in Mae Hong Son province, totaling 14 groups. Due to the unknown exact population size of ethnic groups, data were collected from a sample of 2 entrepreneurs from each cultural group, resulting in a total sample size of 28 individuals. The analysis involved an in-depth interview process to assess the internal and external environmental factors, including strengths, weaknesses, opportunities, and challenges of entrepreneurs in cultural products and cultural goods within ethnic groups. The analysis aimed to understand the marketing communication potential of entrepreneurs in cultural products and cultural goods of ethnic groups in Mae Hong Son province. It specifically examined the levels of marketing communication, including advertising, sales promotion, sales by employees, sales promotion, and advertising. The research findings revealed that the environmental factors influencing entrepreneurs' marketing communication emphasized sales-related factors, as their products were regionally unique. However, advertising and public relations were deemed less suitable due to technological limitations that hindered effective utilization. Additionally, these limitations affected direct marketing efforts, which are currently supported by technologies not fully accessible or efficiently utilized by the majority of entrepreneurs.