Marketing Communications of Developing Community-Based Tourism Towards Sustainable Green Tourism Destination Concept: A Case Study of Bang Yai District Nonthaburi Province

Abstract

The purpose of study is 1. To delve into the potential and resources available for marketing communication in the Bang Yai District, Nonthaburi Province. 2. To Study the Factors in Selecting Media and Marketing Communication Planning Process 3. To propose comprehensive marketing communication guidelines tailored to the specific needs and goals of the Bang Yai District, Nonthaburi Province. This study employs the utilizing qualitative survey research methodology. Each tourism resources were assessed the potential by 3 assessors according to the concept of Utilization-Focused Evaluation: UFA. In-depth interviews were conducted with a purposive sample. The data was analyzed through descriptive writing methods and content analysis, and conclusions were drawn based on consistency and causality.

The results showed that there were 47 tourism resources in Bang Yai District, Nonthaburi Province, of which 15 are natural tourism resources and 32 cultural resources. 44.68% of tourism resources in Bang Yai District had the moderate level of tourism potential. Followed by 27.66% had a relatively low level of tourism potential, 19.15% had a relatively high level of tourism potential, and 8.51% had a low level of tourism potential. and the individuals are gravitating towards online communication methods, particularly social media platforms leading to a decline in offline marketing efforts. Marketers and media planners are also adapting to this shift in media usage, recognizing the importance of both online and offline marketing communications. The Bang Yai District has embraced the sustainable green community concept in marketing communication, focusing on creating a circular economy through community markets and income sources. This approach is crucial for the development of community and improvement of the quality of life. To ensure the success of the marketing strategy, the first step is to embrace the marketing challenge. This involves conducting a market analysis to align with the goals of marketing communications. Then, a team meeting should be held to establish objectives, media usage strategies, marketing campaigns, and a budget to guide the planning process in a cohesive manner. The media planning and marketing communication process should clearly define the goals and style of marketing communications, including the selection of media, design and production, dissemination, and evaluation of effectiveness. The target audience is a key consideration in media selection, taking into account factors such as the product or service and audience receptiveness to different media.