THE MARKETING MODEL APPROPRIATE TO COMMUNITY-BASED TOURISM IN CHIANG MAI PROVINCE
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Abstract
This research aims to analyze the marketing model of community-based tourism in Chiang Mai, opted for the marketing management ideas, the tourism marketing concepts, the marketing mix concepts and the CBT-SPECIAL program, to define conceptual framework. This research designates informants as communities’ leaders, tourism committees, including those who play the major role on driving change in tourism operations, a total of 30 communities provided information through the questionnaires. Descriptive statistics were used to analyze the quantitative data for averages and standard deviations, and inference statistics were used with component analysis techniques to find the appropriate community-based tourism marketing model.
The results showed that the appropriate marketing models of community-based tourism in Chiang Mai is CBT-PV model, which consists of two main components: the first component is what the communities offer (P = product), as the ability of the community to deliver tourism products that emphasizes physical appearances on the basis of the readiness and cooperation of local people through the process of providing excellent tourism services. The community has selected a format for communicating tourism content through various media channels to reach the target group of tourists that are truly selected by the community. For the second component (V = value) is the ability of the community to set price for tourism products, programs and activities that create an impressive experience, as well as a way of exchanging experiences between tourists and the communities.
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