Development of Marketing Potential to Promote Sustainable Cultural Tourism in Ubon Ratchathani Province

Abstract

This research aims to study the development of marketing potential to promote sustainable cultural tourism of Ubon ratchathani province. Population and sample were 400 Thai tourists and 400 foreign tourists. Use multi-step sampling method. The sample size is proportional to the proportion of tourists. In the tourist area, 10 locations include: 1) Hall Ku Lu 2) Phu Lhon Temple 3) PA Sai Ngam Temple 4) Supattanaram Worawihan Temple 5) Phra That Nong Bua Temple 6) Ban Yang Noi Handicraft Center 7) Pah Nanachat Temple 8) Nongpaphong Temple 9) Ban Kan Luang Museum 10) Kham Pun House and systematic sampling The quality of the questionnaire was consistency index thai tourists 0.92 and foreigners 0.90. Statistics used for analysis are frequency, percentage, standard deviation, multiple regression coefficients.