INTEGRATED MARKETING COMMUNICATION ON COMMUNICATION-BASED TOURISM BASED ON MUSLIM CULTURAL CAPITAL ON 3 ISLAND: LIBONG ISLAND, SUKORN ISLAND, YONG STAR CAPE, IN TRANG PROVINCE TO SUPPORT MALAYSIAN TOURISTS

Abstract

Objectives of this research were to study the integrated marketing communication (IMC) factors affecting the selection of community-based tourism services based on Muslim cultural capital on three islands in Trang Province: Libong Island, Sukorn Island, and Laem Yong Star, to accommodate Malaysian tourists. The sample group consisted of 500 Malaysian tourists using a structured questionnaire, and 10 Malaysian tourist representatives, tour leaders, and tour companies participated through structured interviews. Data collection was conducted both through field visits and online questionnaires. Data were analyzed using descriptive statistics, including percentages, means, and standard deviations.

The study was found that the most influential IMC factor was personal selling, with the most significant sub-issues being the presence of television programs that highlighted local identity and promoted tourist attractions, as well as the production of brochures, leaflets, and news materials to promote tourism. Other notable elements included holding press conferences and producing travel guides to support tourism promotion. The second most influential factor was advertising, with key practices including advertising through social media, followed by tour company programs, radio and television promotions, showcasing the beauty of tourist sites, and the use of clear billboards for promotional purposes. Public relations ranked third, with similar sub-issues to personal selling, including travel programs on television, printed promotional materials, press conferences, and travel guidebooks. The fourth-ranked factor was event marketing, which included organizing tourism activities around festivals, traditional events, and Islamic religious practices. This was followed by seasonal tourism promotions and ecotourism activities involving cooperation from various stakeholders. Online marketing ranked fifth, with major sub-issues including travel content created by YouTubers, influencers, and vloggers, followed by the development of promotional websites and the use of social media platforms for communication and tourism-related transactions. The findings highlighted the critical role of integrated marketing communication in promoting community-based tourism rooted in Muslim cultural capital and its effectiveness in attracting Malaysian tourists to local destinations in Trang Province. This study contributed to the advancement of knowledge on culturally aligned integrated marketing communication (IMC) strategies, demonstrating their effectiveness in attracting cross-border Muslim tourists.