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Event marketing as an appropriately integrated marketingcommunication for promoting tourism of Ko Lad E-Tan,Nakhon Pathom Province, Thailand |
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| รหัสดีโอไอ | |
| Creator | Maslin Buaban |
| Title | Event marketing as an appropriately integrated marketingcommunication for promoting tourism of Ko Lad E-Tan,Nakhon Pathom Province, Thailand |
| Contributor | Rungnapa Pengrungruangwong, Jakkrit Neamsombut, Wipavee Wunla, and Tiranan Pratum |
| Publisher | Nakhon Pathom Rajabhat University |
| Publication Year | 2562 |
| Journal Title | Interdisciplinary Research Review |
| Journal Vol. | 14 |
| Journal No. | 6 |
| Page no. | 36 |
| Keyword | Event marketing, integrated marketing communication, agro tourism, Nakhon Pathom Province |
| URL Website | http://dept.npru.ac.th |
| Website title | สถาบันวิจัยและพัฒนา มหาวิทยาลัยราชภัฏนครปฐม |
| ISSN | 2697-522X |
| Abstract | The aim of this research was to create a model of integrated marketing communication for supporting community tourismin Ko Lad E-Tan, Nakhon Pathom Province. Grounded theory was used to collect the data from two sample groups. Thefirst group consisted of stakeholders and locals. The second sample group was tourists. It was found that a wide variety ofintegrated marketing communication types were not run by government o ces. All marketing and communication plans werebased on previous plans which were thought to be ine ective. This research found that the local population in the sample groupwere interested in the use of integrated marketing communications. This study explains the potential of the local populationfor carrying out integrated marketing communications. These resources consisted of local human resources, local stories,communication channels and tourists. Moreover, this research has shown that event marketing is an appropriate model ofintegrated marketing communication which can be used e ectively to support community based tourism. This is because it canrespond the needs of the local population and it can solve tourism problems in this area. At the same time, the model can beused to communicate directly with tourists. This model can be used to boost the image of tourism and create loyal, revisiting,tourists. Finally, the research identified key factors for the success of community-based integrated marketing communicationmanagement in long term. It found that communications should be based on the local uniqueness as well as responding toneeds and potentials of the local population. Importantly, it should also be focused on local budget, local human resources andshould respond to tourists' needs. |
