Integrated Marketing Communication Strategy Using Local Identity to Attract Potential Tourist Segments in Pathum Thani Province

Methee chanted; Panyada Nadee; Sutiwat Soithong

ผู้แต่ง

Methee chanted School of Business, Eastern Asia University
Panyada Nadee School of Liberal Arts, Eastern Asia University
Sutiwat Soithong School of Business, Eastern Asia University

คำสำคัญ:

Integrated Marketing Communication, Local Identity, potential tourist segments, Experiential Marketing

บทคัดย่อ

This study examines the influence of local identity and integrated marketing communication (IMC) on the travel decision-making of potential domestic tourist segments to Pathum Thani, Thailand. Data were collected from 400 Thai tourists with monthly incomes exceeding 30,000 THB through structured questionnaires and complemented by in-depth interviews with 12 local stakeholders. Multiple regression analysis revealed that tangible aspects of local identity-specifically lifestyle, food, and tourist attractions-significantly influenced travel decisions, whereas local wisdom and general tourism activities showed limited impact. Among IMC tools, event marketing and online direct marketing emerged as the most effective, while advertising, influencer marketing, and sales promotions had no significant influence. Public relations exhibited a negative effect, underscoring the need for more credible and participatory communication strategies. Qualitative insights emphasized the role of immersive cultural experiences and community-driven storytelling in enhancing destination appeal. The findings provide practical recommendations for policymakers and tourism stakeholders while contributing to theoretical advancements in cultural tourism, destination branding, and consumer behavior.

เอกสารอ้างอิง

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