MARKETING STRATEGY DEVELOPMENT FOR CREATIVE TOURISM IN PAKBARA COMMUNITY

Abstract

This research uses qualitative research methodology to develop marketing strategies for creative tourism in the Pak Bara community, Satun Province. The study was conducted in three villages within the Pak Bara community, involving 20 key informants selected based on their experience in local tourism management. Research instruments included semi-structured interviews and field notes. Instrument quality was validated through content validity assessment conducted by three experts. Data were analyzed using content analysis by grouping information according to key themes and summarizing the findings. The findings indicated that creative tourism is well-suited to niche markets, especially Thai tourists from the five southern border provinces, and the marketing strategies employed were based on 4P’s marketing mix, as follows: 1) Product Strategy: Focuses on developing tourism programs that emphasize experiential learning and community engagement to create differentiation. 2) Pricing Strategy: Emphasizes value-based pricing and demand flexibility, with price control measures and discounts based on seasonality, volume, and cash payment. 3) Distribution Strategy: Improve the efficiency of existing distribution channels, including direct sales through 14 community enterprises and intermediaries, utilizing digital platforms and 4) Promotion Strategy: Implement integrated marketing communications to improve communication effectiveness and reach target groups. This includes advertising, public relations, sales promotions, personal selling, and word-of-mouth marketing to create positive impressions and encourage referrals through digital platforms. The marketing strategies derived from this research can enhance the development of creative tourism in the Pak Bara community, and effectively respond to the needs of target tourists. Enhance the competitive potential of Pak Bara’s creative tourism.