Increasing Competition Advantage and Mechanism of CBT Marketing Management Based on Cultural Heritage of Khong - Chi - Mun River Basin in North Eastern Region, Thailand
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Abstract
The objectives of this research are to 1) develop community-based tourism (CBT) and human resources of CBT in north eastern region 2) develop CBT cluster network plan and mechanism, 3) develop CBT marketing plan and mechanism through participatory action of community, and 4) increase CBT competitiveness. This research employs qualitative and participation action procedure. This research adopts primary data and field, in-depth interview, group discussion and public of discussion. The key informants are community based tourism in a north eastern region.
For increasing the competitiveness and mechanism marketing of community based tourism based on Cultural Heritage of Khong- Chi – Mun River Basin in North Eastern Region, Thailand, researcher devised research concept into two parts: developing community based tourism (CBT) cluster and networking and increasing potential, knowledge, skills and experiences of CBT market of CBT human resources. The result of developing of CBT cluster network plan and mechanism shows the vision of CBT ISAN cluster and network in “Collaborative and Cooperative for create and increase of community based tourism and sustainability of community based tourism marketing management. The marketing management focus are on three strategies: 1) the strategy of development and networking of community based tourism community in north eastern region and outside region, 2) The strategy of development and support of marketing management in CBT ISAN community for increasing of tourist perception, 3) The strategy of CBT ISAN cluster and human resources networking.
For a development of CBT market, there should focus on 3 dimensions: increasing of potential and competitiveness of CBT based on community potential and way, CBT clustering and networking based on four factors (CBT supply, goods and service, CBT demand condition, CBT context for tourism community strategy, structure and rivalry and related and supporting industries condition) and CBT ISAN marketing management, respectively. Suggestions and recommendations for CBT ISAN are: there should be a development in understanding and knowledge of marketing concept, marketing procedure process and marketing technique by using community participatory action, there should be a development and support in CBT cluster for networking in all of tourism stakeholder, CBT community should do their own marketing plan of community by focusing on product and promotion. Finally, at a national level, there should launch policy and continually support CBT, and there should be a consult agent in marketing for CBT.
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