MARKETING FOR CREATIVE COMMUNITY BASED TOURISM WITH COMMUNITY IDENTITIES IN BANGKOK

Abstract

The objectives of this study were to analyze the potential of community-based tourism of Church, San Chao, Temple, Mosque, and Way of Life by the River” of 4 areas in Bangkok. And also, it was to set marketing guidelines based on behavior and target tourist groups. There is a process of participation of 4 communities in Bangkok with the visiting of the area as follow; 1) Khlong Sam Wa District; Wat Phraya Suren, Wat Phraya Suren Floating Market and Nhong Rahang Community) 2) Minburi District; Minburi fostering community or Minburi old market 3) Thonburi District; Kudi Chin or Kadi Chin or Kudee Jeen Community and 4) Dusit District; Khlong Lat Mayom Floating Market Community. However, the data collection was divided into 2 groups. First group was tourists and second group were community leaders and people involved in the development of tourism in the community. It can be concluded that each area has traditional cultural capital that is diverse from migration to create a multicultural society. In addition, there are two marketing guidelines; tourism marketing product and marketing communication and public relations. Moreover, in the last part is presented a master plan, strategies, and action plans for developing of tourism marketing product and marketing communication and public relations.