The development of tourism marketing communication: A case study of Phet Yang-Yong, Amphur Ta-Yang, Phetchaburi

Abstract

This research aimed to investigate the information-seeking behaviors and expectations of tourists visiting the Phet Yang Yong Market and to develop a framework for improving tourism communication for this market. The research benefits from analyzing data to develop a prototype and synthesize a tourism communication framework for the Phet Yang Yong Market, Tha Yang District, Phetchaburi Province.  This framework can be used as a guideline for developing promotional materials and marketing communications to attract tourists to the Phet Yang Yong Market, targeting their specific interests. This quantitative research employed a survey to understand the information-seeking behaviors and expectations of tourists visiting the Phet Yang Yong Market. The data collected was used to develop a framework for improving tourism communication for this market. A one -shot descriptive study was conducted with a sample of 400 tourists who visited the Phet Yang Yong Market between August 2023 and July 2024. The sample was selected using accidental sampling. Data was collected using questionnaires and analyzed using frequency distribution, percentages, mean, standard deviation, t-test, and F-test. The data was processed using statistical software. The research findings revealed that: 1) Most tourists obtained information about the Phet Yang Yong Market through the internet, followed by personal sources and special media. 2) Tourists had the highest expectations regarding beautiful scenery, followed by a variety of activities and delicious, affordable food. 3) The framework for improving tourism communication for the Phet Yang Yong Market includes essential communication components. The most important medium to promote is the internet.