Developing and Enhancing the Marketing Promotion of OTOP Products with Geography Identities (GI) by Integrating the Complete Community-based Tourism Promotion

Bancha  Bhutwanakul; Warit Rasri; Nutjaree  Chaipranop; Nipaporn  Jongwuttiwes; Anucha  Lawong; Kulrisa  Khumsing; Jeeranan  Senajak

doi:10.60027/ijsasr.2023.3242

Authors

Bancha Bhutwanakul Faculty of Humanities and Social Sciences Rajabhat Mahasarakham University, Thailand https://orcid.org/0000-0003-0205-1226
Warit Rasri Faculty of Humanities and Social Sciences Rajabhat Mahasarakham University, Thailand https://orcid.org/0000-0003-0648-6489
Nutjaree Chaipranop Faculty of Humanities and Social Sciences Rajabhat Mahasarakham University, Thailand https://orcid.org/0000-0002-0162-4021
Nipaporn Jongwuttiwes Faculty of Humanities and Social Sciences Rajabhat Mahasarakham University, Thailand https://orcid.org/0000-0002-7319-6652
Anucha Lawong Faculty of Political Science and Public Administration Rajabhat Mahasarakham University, Thailand https://orcid.org/0000-0002-7011-9643
Kulrisa Khumsing Faculty of Management Sciences, Rajabhat Mahasarakham University, Thailand https://orcid.org/0000-0001-6021-3698
Jeeranan Senajak Faculty of Education, Rajabhat Mahasarakham University, Thailand https://orcid.org/0009-0007-0209-4900

DOI:

https://doi.org/10.60027/ijsasr.2023.3242

Keywords:

Elevation Development;, Sales Promotion; , OTOP Products with Local Identity

Abstract

Background and Aims: OTOP (One Tambon One Product) was established in 2001 under the economic threat by applying local wisdom to produce and create unique products, as well as creating jobs and income for the community, which encourages the community to be self-reliant. In addition, the global tourism industry tends to grow all the time and is the driving force of the global economy to develop continuously, which contributes to the increase of potential tourists in tourism. If the integration of community tourism management combined with the marketing promotion of community products will create enormous potential. Therefore, this research has the objectives (1) to study the information and potential of the community, (2) to study and explore community products, (3) To develop and upgrade OTOP products with Geography Identities (GI) in line with the integrated integration of community-based tourism promotion, and (4) to promote the sale of OTOP products with Geography Identities (GI) in parallel with the integration of comprehensive community-based tourism promotion.

Materials and Methods: The research tools were semi-structured interviews, observational forms, and recordings with a target population of 50 people, and using content analysis.

Results: The research results showed that (1) Non-Buri Subdistrict had a total of 11 villages, with a total population of 5,760 people, and 1,330 households, being a community with the potential of both OTOP products, and beautiful natural attractions in the area such as the Sirindhorn Dinosaur Museum (Dinosaur skeleton), Wat Phu Sing located on the top of the mountain has a beautiful view, and Thepsuda Bridge over Lam Pao Dam, etc. (2) There are a lot of community products, such as products from hand-woven fabrics that are transformed into dinosaur-shaped keychains, hand-woven fabric with dinosaur pattern, dinosaur shirt, home decoration flags, Hand-woven cotton fabric with dinosaur pattern, A wicker hat woven with bamboo, Bags made from hand-woven cloth with dinosaur patterns. Products made from Kaentawan herbs such as shampoo, and soap. And products from fish such as Fermented fish paste, dried fish, fermented fish, and Chaew Bong made from fermented fish, etc. (3) The community needs to expand the results into the development of a prototype product with a local identity, namely “Phu Kum Khao dinosaur-patterned hand-woven fabric product”. And (4) promoting the promotion of OTOP products with community Geography Identities (GI) in parallel with the integration of comprehensive community-based tourism promotion by creating marketing channels or finding a market/promotion of buying-selling, Phu Kum Khao dinosaur hand-woven fabric product is “Smart Agi Shop”, An intelligent community market where this system will be a sales channel between buyers-sellers meet to negotiate a deal, have a purchase order system, order reservations.

Conclusion: the local government should be further developed by including it as a local ordinance to develop and support the budget for expansion to other areas. And development, upgrade, and promotion of OTOP products with Geography Identities (GI).

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