Model for Developing Online Marketing Potential to Promote the Attractive Cultural Heritage in Less Visited Area, Kamphaeng Phet Province

Abstract

This research has the aims as to 1) analyze the marketing factors to promote the attractive cultural heritage in secondary city, Kamphaeng Phet Province 2) study the online media usage behavior of the tourists 3) develop the online marketing potential. The samples were 400 Thai tourists who visited Kamphaeng Phet Province by using questionnaire as a tool. Also 10 parties related to online media by using interview form as a tool. Data analyzed by using basic statistics and content analysis. The results had found that: 1. Overall image of marketing factor was at a high level. The most important were 2 factors as the product and physical characteristics. 2. Overall opinion of online media usage behavior was at a highest level. The most important was the perception of information through online media. 3. The parties related to online media had the opinion that the current online marketing form should be done of a short video clips about 10-15 minutes. Essentially, it needs to be tailored for brevity based on the specific platform's algorithm on Tik Tok or Reels applications which are very popular today, also on online radio channels.