Guidelines of Marketing Development of Tai Yai Town Pabong Community Mea Hong Son Province to welcome Chinese Tourists
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Abstract
The objective of this research was to study a suitable marketing strategy in promoting tourism for Chinese tourists whom traveling to Tai Yai town in Muang district, Mae Hong Son Province. This research was designed as a participating action research (PAR), collecting data using workshop and group discussion with 163 informants consisted of 155 villagers from Pha Bong Community, and eight informants from Mea Hong Son tourist authority. The results found that the tourism strategic development should specify the main group of customer on 20-30 years old Chinese who were in the working age , focusing on cultures, tradition, food, wickerwork, and Tai Yai traditional performances. For the marketing mixed consisted of 1) products or services: renovating of hot spring in village, upgrading the homestays’ standard, and installing Chinese warning signing on the hiking trails, 2) price: the price tag of the souvenirs or the room rate should be clearly labeled, and the adjustment of the room rate should be reasonable according to the seasons, 3) distribution: providing markets or shops for selling souvenirs to the tourists, 4) marketing Communication: providing Wi-Fi in tourist attractions and homestay areas, along with using online public relations and advertisement, and providing training program in speaking skill for service staffs, 5) personnel: providing training program on service and raising villagers’ understanding and acceptance of being tourist city, 6) service process: providing persuasive speaking and tourist attractions introduction speaking training, 7) community’s atmosphere: designing landscape for tourist attractions, and maintaining Tai Yai building style. This research could be further beneficial for marketing development in Tai Yai Town community.
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