Marketing Promotion of Community Products to Promote Health-Promoting Tourism in Wang Nam Khiao District Nakhon Ratchasima Province

Abstract

This research was aimed 1) To study the behavior of tourists towards purchasing community products in the tourism area of ​​Wang Nam Khiao District. Nakhon Ratchasima Province 2) To propose guidelines for developing marketing mix strategies. To connect with community health promotion tourism. Wang Nam Khiao District Nakhon Ratchasima Province. There is a participatory action research process. Combining quantitative research and qualitative research Data collection was carried out by questionnaire of 400 tourists in the area. Interviews with tourism network partners Community product entrepreneur and representatives of relevant government and private agencies. Data were analyzed using statistical tools such as mean, percentage, and standard deviation. Extracting lessons through the knowledge management process and inductive data analysis.

The research results found that. (1) Tourist behavior toward purchasing community products in the tourism area of ​​Wang Nam Khiao District Nakhon Ratchasima Province. Sometimes they buy, they don't buy (68.00 percent) They buy for their own consumption (44.00 percent) They like to buy food (46.34 percent) They buy from shops in tourist attractions (37.12 percent) Spend no more than 500 baht per time (37.50 percent) The factor affecting the purchase decision is price (45.25 percent) The type of product you want to buy is healthy food or drink (53.28 percent) The most desired product characteristic is local ingredients Produced and sold by local people (39.75 percent) (2) Guidelines for developing marketing mix strategies Level of satisfaction with marketing factors for community products to promote health tourism Wang Nam Khiao District Nakhon Ratchasima Province in 5 aspects: product, price, distribution channel Marketing promotion, personnel, physical presentation and management. Overall, it was at a high level ( = 3.77) Classified into each aspect, it was found that the management aspect has the highest mean ( = 3.88) at a high level Considering each item, it was found that the products were produced by the community and owned by the community has the highest mean ( = 3.91) at a high level. The development guidelines for marketing mix strategies include the product standard development, marketing communication on health issues, expanding various distribution channels and create a network of resources, tourism partners and local entrepreneurs to achieve the highest efficiency.