Developing Strategies of Content marketing through Facebook Fan Pages to Promote Community Tourism in Ayerweng, Betong District, Yala Province

Abstract

Research on Developing Strategies of Content marketing through Facebook fan pages Ayerweng Betong Tourism Amazon of ASEAN, to Promote Community Tourism in Ayerweng, Betong District, Yala Province, aimed to: 1) Study the community context and community-based tourism management, 2) Study the needs and problems of target tourists, and 3) Study and develop content marketing strategies through online social media to promote community tourism in Ayerweng.

The research utilized an action research format, targeting stakeholders including community-involved tourism management, target tourists, and page administrators, using purposive sampling method to collect qualitative data through document review, in-depth interviews, and focused group discussions. The research process integrated design thinking and content marketing concepts to develop content marketing strategies for community tourism in Ayerweng.

The research findings revealed that: 1) In the context of community and community-based tourism management, Ayerweng community can collaborate sustainably in community-based tourism management and effectively contribute to tourism development. 2) Target tourists require comprehensive and update information experiences. The identified problem is the limited access of tourists to community lifestyles, hindering cultural learning and community identity. 3) Content marketing can cater to diverse needs of target tourists through the REACH Model strategy developed from the study of content marketing strategies through online social media to promote community tourism, making Ayerweng a sustainable community tourism destination in the long term.