Development of market management by Community Tourism in Tak Special Economic Zones

Abstract

This research was intended to 1) establish a tourism network by communities in Tak special economic development zone, 2) develop a community-based tourism marketing plan in Tak special economic development zone, and 3) create a mechanism for managing the tourism market by communities in Tak special economic development zone. Using action research, specific areas were defined to reflect the details of the issues to be studied. Consisted of 1. Maesot district (Ban Phothong and Bonamrae Pong kamram) 2. Mae Ramat district (Ban Hoeng Community and Ban Parainuea) 3. Phop Phra district (Ban Popeng Huainamnak and Ban Pochang). By interviewing and using field research with entrepreneurs, group members and community residents, and using survey from 384 tourists who visited these communities, Tak province.

The results showed that: according to this research, there were 1 community-based tourism network in Tak special economic development zone, and 1 network plan. Community-based tourism network in Tak special economic development zone is a mechanism to drive the network with common goal, and develop human resource potential activities in 2 aspects: managing common network and tourism marketing by community. The marketing plan was focused on proactive strategies: 1) the model that is offered service and designing activities in line with consumer behaviors, 2) using online media to reach consumers and project the highlights of tourist routes by the community, 3) creating tourist routes linked to tourist attractions in Tak special economic zone, 4) using the uniqueness of each community, outstanding resources, cultural tradition and bringing activities that convey the way of life and nature offering service and marketing for the targeted tourists. 5) Organize little guide services to represent the community.

The successful marketing management mechanism to drive the marketing plan must have: 1) during the first year, government agencies must be at the core to help and develop network operations together, 2) the network president must be at the core of coordination within the community tourism group that is allied, and must create external networks to increase such as travel agencies, government agencies, private sectors, 3) create more commercial networks such as tour agencies in Tak special economic development zone and 4) all groups must accept and cooperate with the marketing plan of the tourism network by communities in special economic zones by meeting frequently, coordinating and implementing the plan.