Development Marketing Communications of an Integrated Creative Community to develop the Economic Foundations, and Strong Communities: A Case Study of Lipontai Community, Thalang District, Phuket Province

Abstract

This research article aimed to study the conditions and guidelines for developing integrated creative community marketing communications to develop the economic foundations, and strong communities:  A case study of Lipontai Community, Thalang District, Phuket Province. The mixed - method is used in the research to gather the quantitative data by questionnaires were collected from 375 peoples living in Lipontai Community and a group of 384 Thai tourists/customers. In addition, does 12 people in-depth interviews and focus groups two from a representative group of community leader executives of government agencies and the private sector. The quantitative data analyzed were percentage, mean, and standard deviation and t-test, while the qualitative data were analyzed by classifying and comparing the data.

The study found that most citizens and tourists/customers Thai commented that the marketing communications of the Ban Lipon Tai community were at a high level. Citizens and tourists/customers Thai have the most different opinions on direct marketing and databases followed by advertising sales promotion and in terms of organizing special events and creating experiences the residents of Ban Lipon Tai community and tourists/customers Thai gave the least different opinions. For approach to guidelines for developing integrated creative community marketing communications by Si Sunthon Municipality and Ban Lipon Tai Community are the main hosts in integrating cooperation with government agencies, private sector and educational institutions in developing integrated creative community marketing communications to develop the foundations economy and Ban Lipon Tai community to be strong as follows: 1) Community activities and products should be continuously advertised through various government and private agencies. 2) Packages should be created, Special price promotion, Campaigns for tourism activities or local products. 3) Various activities should be organized according to special activities organized by various agencies to be interesting to tourists or customers. 4) Community activities and local products should be publicized in print or online. Through tourism networks and local media. 5) There should be an online market developed and community stories written to be conveyed cultural information travel local products using social media and mobile applications. 6) A tourist or customer database should be created. 7) Community group members should be developed to have sales skills. Be a storyteller and be able to transcribe local stories, cultures, and products.