Approaches to Development Online Marketing Communication to promote Lampang Province as a Tourist Destination

Abstract

The objectives of this research were as follows: 1) to ascertain marketing communication forms to promote Lampang Province as a Tourist Destination, 2) to analyze online marketing communication to promote Lampang Province as a Tourist Destination. and 3) to ascertain approaches to Development Online Marketing Communication to promote Lampang Province as a Tourist Destination. This was qualitative research with in-depth interview method for collecting data from developer group. In addition, content analysis was employed to come up with research findings.

This study revealed that 1) there were various forms of marketing communication for promoting Lampang Province as a tourist destination e.g. organizational websites of developer group (Supply Side), Facebook Fan Page (Facebook Marketing) and Bloggers/Reviewers. 2) The analysis result indicated that there was the possibility of developing online marketing communication for Lampang Province tourism promotion because Lampang Province is rich with tourism resources and is one of tourism provinces being supported by government. However, the issues of marketing communication management for Lampang Province were barriers of accessible tourism for all. 3) Approaches to Development Online Marketing Communication to promote Lampang Province as a Tourist Destination was comprised of four strategies: 1) SO Strategy, 2) WO Strategy, 3) WT Strategy and 4) ST Strategy.