Community Tourism Marketing Innovation to Enhance the Foundation Economy of Samut Songkhram Province

Author(s) :

Wutipong Janmuangthai
College of Innovation and Management, Suan Sunandha Rajabhat University

Cholpassorn Sitthiwarongchai
College of Innovation and Management, Suan Sunandha Rajabhat University

Chumpon Rodjam
College of Innovation and Management, Suan Sunandha Rajabhat University

Yenjit Kongpan
College of Innovation and Management, Suan Sunandha Rajabhat University

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Abstract :

This research aimed to 1) develop community tourism marketing strategies in Samut Songkhram province, and 2) increase competitiveness to upgrade the basic economy, of Samut Songkhram Province. The sample group was elderly People and entrepreneurs living in the Don Manora and Chom Pluak sub-districts. Bang Bang Thi District, Samut Songkhram Province 200 people, Qualitative research Use Content Analysis and summarize it as an essay. The finding revealed that; 1. Community tourism marketing innovations to enhance the foundation economy of Samut Songkhram province include Product and Service Innovation, Contributing Innovation, Marketing Innovation, Brilliant innovation, Corporate Innovation, and sustainability innovation. To propose community tourism marketing strategies. as follows Strategy 1 Promotion and development of tourism in the form of community tourism according to the identity of the community. Strategy 2 Promotion and quality control of community tourism sites Strategy 3 Promoting and supporting the promotion of tourist attractions by emphasizing on storytelling. Strategy 4 Promotion and development of the physical environment and the composition of tourist attractions to facilitate the elderly and disabled tourists. Strategy 5: Promoting proactive and sustainable strategies 2. Development of competitiveness and efficiency of community tourism in Samut Songkhram province, it was found that 1) tourism behavior was found that the majority of the sample Transportation is by private car. The most interesting tourism activity is the community tour. Channels for receiving travel information from news and information from social media channels. 2) Tourism management potential It was found that all aspects have a high level of potential, namely access and travel. facilities and accommodation, operational activities and packages provided, and other services, and 3) Guidelines for developing the potential of community tourism management, it was found that 3.1) Tourism routes should be increased, pamphlets should be prepared in English and Chinese, 3.2) The water supply system should be managed so that the water flows normally. Add toilets, trash cans, and better manage Wi-Fi systems, 3.3) The quality and suitability of accommodation and food should be of a standard that is appropriate, pricey, and sufficient for tourists, especially on Saturdays. Week, 3.4) Rim trail cycling activities should be added. Canal for nature as well as major attractions. Firefly viewing activities at night should manage the environment that is appropriate to the firefly lifestyle, 3.5) The format and price of travel packages should be appropriate, 3.6) should provide tourist information, banks, and ATMs to tourists, and 3.7) Public relations, quality and price of food Public toilets and increased supply of trash cans, both public and private.

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