Developing a Holistic Marketing Strategy for Satun UNESCO Global Geopark through Multi-Stakeholder Participatory Processes
Article Sidebar
Main Article Content
Abstract
Satun UNESCO Global Geopark possesses distinctive geological, ecological, and cultural assets. However, its collaborative governance and monitoring and evaluation systems remain insufficiently integrated. This study therefore aimed to: (1) develop and design a holistic marketing strategy through a participatory process; (2) formulate a strategic action plan and a monitoring and evaluation system; and (3) propose an application framework for other geoparks in Thailand. The study employed a participatory strategy research and development process within an embedded mixed-methods design (QUALquan). Qualitative data were collected through in-depth interviews with 30 key informants and two rounds of consensus focus-group discussions. Quantitative data were obtained from 400 questionnaire respondents, covering marketing potential based on the 7Ps framework and five dimensions of marketing participation. Data were analyzed using content and thematic analysis, descriptive statistics, multiple regression analysis, and a synthesis of segmentation, targeting, and positioning (STP) with the 7Ps framework. The findings indicated that overall marketing potential was high (M = 3.72), with customer relationship development receiving the highest mean score (M = 4.05). Among the five participation dimensions, participation in product and service development ranked highest (M = 4.00), while tourism product development received the highest item-level score (M = 4.23). Participation frequency positively influenced all dimensions of participation (β = 0.250–0.260, p < .001), with the models explaining 23–38% of the variance. The synthesis resulted in a holistic marketing strategy comprising internal marketing, integrated marketing, relationship marketing, and performance- and sustainability-oriented marketing. It also produced a five-year strategic action plan, a sustainability-based monitoring and evaluation system, and a five-principal application framework for other geoparks in Thailand.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1. Any views and comments in the Journal of Social Innovation and Lifelong Learning are the authors’ views. The editorial staff have not to agree with those views and it is not considered as the editorial’s responsibility.
2. The responsibility of content and draft check of each article belongs to each author. In case, there is any lawsuit about copyright infringement. It is considered as the authors’ sole responsibility.
3. The article copyright belonging to the authors and The Far Eastern University are copyrighted legally. Republication must be received direct permission from the authors and The Far Eastern University in written form.
References
ณรงค์ฤทธิ์ ทุ่งปรือ, สมเกียรติ สายธนู, ทวีศักดิ์ พุฒสุขขี, และ ณัฏฐพันธ์ เขจรนันทน์. (2566). รูปแบบการพัฒนาวิสาหกิจชุมชนในการยกระดับเศรษฐกิจฐานราก ในเขตอุทยานธรณีโลกสตูล. วารสาร มจร พุทธปัญญาปริทรรศน์, 8(5), 89–100. https://so03.tci-thaijo.org/index.php/jmbr/article/view/264257
ณัฐวุฒิ รัพยูร, และปรารถนา หลีกภัย. (2566). การมีส่วนร่วมของประชาชนในการจัดการการท่องเที่ยวอุทยานธรณีสตูล. วารสารวิทยาการจัดการ มหาวิทยาลัยสงขลานครินทร์, 40(1), 111–133. https://so03.tci-thaijo.org/index.php/jms_psu/article/download/250663/177497
พงษ์ศักดิ์ ผกามาศ, อุดมวิทย์ ไชยสกุลเกียรติ, และสรายุทธ์ เศรษฐขจร. (2562). การจัดการการตลาดแบบองค์รวมยุคใหม่: วิถีการตลาดสำหรับธุรกิจยุคเศรษฐกิจดิจิทัล. วารสารวิทยาลัยนวัตกรรมการจัดการ, 7(1), 68–79. https://so02.tci-thaijo.org/index.php/RCIM/article/view/201318
ยุวรี โชคสวนทรัพย์, ทวีศักดิ์ พุฒสุขขี, สมเกียรติ สายธนู, ป้องศักดิ์ ทองเนื้อแข็ง, และประมาณ เทพสงเคราะห์. (2566). การพัฒนาการท่องเที่ยวเชิงสร้างสรรค์ในอุทยานธรณีโลกสตูล. วารสารสังคมศาสตร์และวิจัย, 13(1), 1–18. https://so03.tci-thaijo.org/index.php/jssr/article/download/256512/178641
สตูลจีโอพาร์ค. (2022). รายงานผลการประเมินซ้ำอุทยานธรณีโลกสตูล พ.ศ. 2565. สำนักงานอุทยานธรณีโลกสตูล.
Arnstein, S. R. (1969). A ladder of citizen participation. Journal of the American Institute of Planners, 35(4), 216-224. https://doi.org/10.1080/01944366908977225
Belz, F. M., & Peattie, K. (2009). Sustainability marketing: A global perspective. John Wiley & Sons.
Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of services (pp. 47-51). American Marketing Association.
Elkington, J. (1997). Cannibals with forks: The triple bottom line of 21st century business. Capstone.
Fontaine, C., Haarman, A., & Schmid, S. (2006). The stakeholder theory. Edlund Group.
Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman.
Hose, T. A. (2011). The English origins of geotourism (as a vehicle for geoconservation) and their relevance to current studies. Acta Geographica Slovenica, 51(2), 343-359. https://doi.org/10.3986/AGS51302
Jeon, C., Lumongsod, R. M. G., San, A., & Kim, H. (2025). Local economic impact of UNESCO Global Geoparks and evaluation of operational efficiency using data envelopment analysis (DEA). Geoheritage, 17, Article 13. https://doi.org/10.1007/s12371-024-01062-5
Keller, K. L., & Kotler, P. (2015). Holistic marketing: A broad, integrated perspective to marketing management. In The marketing book (pp. 413–424). Routledge. https://doi.org/10.4324/9781315705118-48
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Yuliawati, A. K., Rofaida, R., Gautama, B. P., Hadian, M. S. D., & Aryanti, A. N. (2021). Promoting geo-tourism at UNESCO global geo-park Belitong through geo-product development in small medium enterprise. International Journal of Communication and Society, 4(1), 12-20. https://doi.org/10.31763/ijcs.v4i1.424
Mitchell, R. K., Agle, B. R., & Wood, D. J. (1997). Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review, 22(4), 853-886. https://doi.org/10.5465/amr.1997.9711022105
Molokáč, M., Kornecká, E., Pavolová, H., Bakalár, T., & Jesenský, M. (2023). Online marketing of European geoparks as a landscape promotion tool. Land, 12(4), 803. https://doi.org/10.3390/land12040803
Mowforth, M., & Munt, I. (2009). Tourism and sustainability: Development, globalisation and new tourism in the third world (3rd ed.). Routledge. Munteanu, C.C., Pagalea, A., Cristea, A., A Holistic Approach on Internal Marketing Implementation, Business Management Dynamics, vol. 3, no. 11, 2014, pp. 09–17.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy. Harvard Business School Press.
Yamane, T. (1973). Statistics: An introductory analysis (3rd ed.). Harper & Row.
Rodrigues, J., Neto de Carvalho, C., Ramos, M., Ramos, R., Vinagre, A., & Vinagre, H. (2021). Geoproducts-Innovative development strategies in UNESCO Geoparks: Concept, implementation methodology, and case studies from Naturtejo Global Geopark, Portugal. International Journal of Geoheritage and Parks, 9(1), 108-128. https://doi.org/10.1016/j.ijgeop.2020.12.003
UNESCO. (2017). UNESCO global geoparks and sustainable development goals. UNESCO.
Zeithaml, V. A., & Bitner, M. J. (2003). Services marketing: Integrating customer focus across the firm (3rd ed.). McGraw-Hill.
