Guidelines for the development of a marketing mix strategies for participatory tourism management. A case study of Ban Moh Luang Tourism Community, Mae Moh District, Lampang Province

Abstract

Guidelines for the development of a marketing mix strategies for participatory tourism management, A case study of Ban Moh Luang Tourism Community, Mae Moh District, Lampang Province Research on a study of The problems of marketing operations of Ban Moh Luang Tourism Community, Mae Moh District, Lampang Province, including the marketing mix Community-based tourism of Ban Moh Luang, Mae Moh District, Lampang Province, and analyzes the development of marketing mix strategies for tourism by Ban Moh Luang Community, Mae Moh District, Lampang Province.

          The research results were found that Problems in marketing operations in Ban Moh Luang Tourism Community, Mae Moh District, Lampang Province are problems of products and services, such as problems with the price of raw materials which have increased in accordance with the market mechanism. Service process issues with insufficient number of signposts Problems and situations of the COVID-19 epidemic That resulted in a decrease in the number of tourists during April 2020. The sample group involved in Ban Moh Luang community tourism The opinions of the tourism marketing mix were at the highest level, the mean ( =4.56), the service personnel had the mean ( =4.66), and the sales channels were the mean ( =4.65). Marketing promotion was mean ( =4.37), respectively.

          As for the development of a marketing mix strategy for tourism by Ban Moh Luang community, it should be implemented as follows: 1) Government agencies should help promote the product development of the occupational groups in the community. 2) Encourage the youth, the elderly and the unemployed in the community to participate in the tourism management of the community more. 3) Add a point or place for the tourists' littering thoroughly. Including promoting waste separation in the community. 4) People in the community should help each other to monitor and maintain the community's safety at all times. 5) Install more signs for traveling during tourism and in the village