Identities and Tourism Marketing between Thailand-Laos as a Single Destination: A Case Study of Mukdahan – Savan - Seno and Nakhon Phanom -Thakhek Special Economic Zones

Abstract

The main objectives of this research are to (1) explore tourism potential and its related identities in Mukdahan – Savan - Seno and Nakhon Phanom - Thakhek SEZs (2) identify tourists’ demands and tourism market positioning and (3) set up tourism marketing strategies based on the identities of tourist attraction in the areas. This research was carried out with mixed methods approach. For quantitative survey, an evaluation form about tourism potential was used to get information from stakeholders (i.e., government, private sector, and local community) while a survey questionnaire about tourists’ demand was used to collect data from a sample of 300 tourists. Besides, a focus group discussion about local identity, market positioning, and marketing strategy development was conducted with a group of the stakeholders from 2 provinces of Thailand and 2 provinces of Laos.

According to the analysis of overall tourism potential of the areas, it was found that Nakhon Phanom is considered as a high potential area while Mukdahan, Kaysone Phomvihane (Savannakhet), and Thakhek are in moderate level. Tourism identity of the areas can be categorized into 4 characteristics: geological tourism, religious tourism, architectural tourism, and river-based tourism. The survey about tourist’s demands revealed 7 factors to support their travel: (1) interpretation about tourist sites, (2) standard price, (3) channel of distribution, (4) sale promotion, (5) communication skills in a foreign language, (6) tourism management, and (7) a sense of collective identity. Regarding tourism market positioning, there are 3 stages: (1) position of tourism corridor, (2) position of secondary city route, and (3) position of tourist destination. The result of tourism marketing analysis led to the proposition of 3 marketing strategies: (1) development of a tourism master plan for integrated tourism, (2) strengthening human resource and a systematic mechanism for distribution of tourism's benefits, and (3) development of tourism policy and legislation for this particular area, by county-to-country.