CREATION OF MARKETING COMMUNICATION STRATEGY TO ENHANCE TOURISM ACTIVITIES OF ART EXHIBITIONS IN NAKORNRATCHASIMA PROVIENCE
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Abstract
This research objectives were to promote the art exhibition to be tourism attraction activities and increase the potential of Nakornratchasima Province and to create marketing communication strategies to promote activities of the art exhibition: Thailand Biennale 2020. This was a qualitative research. The key informant consisted of entrepreneurs and supporters related to the art exhibition. The research found that Nakornratchasima Province has potential and readiness for organizing art exhibitions. There are four strategies of Marketing Communication: 1) Public Relations 2) Special Events 3) Online Participation and 4) Advertising. All of these elements will be used to develop arts exhibitions and to create awareness and participation from all sectors. They will also be used to upgrade the activities to be a prototype nationally and globally through the recount that Thailand is an art country of the future.
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