The Study of Marketing Mix Strategies to promote Suksomboon community base tourism Wang Nam Khiao District Nakhon Ratchasima Province.

Abstract

The objectives of this qualitative research were 1) to study the context, situations, and problems of Suksomboon community-based tourism, Wang Nam Khiao District, Nakhon Ratchasima Province, 2) to study the behavior of tourists visiting Suksomboon community-based tourism, Wang Nam Khiao District, Nakhon Ratchasima Province, and 3) to propose a marketing mix strategy in order to promote tourism, Suksomboon community-based tourism, Wang Nam Khiao District, Nakhon Ratchasima Province. The study sample consisted of tourist, tourism operators, and academics in Marketing and Tourism. The data was analyzed from the content document and analyzed inductively. The results of the data analysis revealed that most of the tourists are female, with an average age of 26, most of them are company employees, searching travel information through the Internet, prefer agricultural activities and conservation of nature, spending 2 days 1 night touring, and travel expenses are between 1,000 – 5,000 baht. Finally, the strategic approach that community-based tourism should be planned and applied in the workplace are seeking alliance, online marketing, and developing new generations to participate in community tourism.