Abstract
This research aims to (1) study the way of life and
specific cultures that appear in Klong Roi Sai Community in Tapee Basin and (2)
explore the content of marketing communications and guidelines for cultural
tourism development of Klong Roi Sai Community. In this study, a qualitative
research method was used, which was collected by in-depth interview,
observation, focus groups , related documents and research papers. In total 27
interviews were completed with key informants from the community that was
divided into 3 groups including community leaders, villagers and relevant
agencies’ representatives in Klong Roi Sai Community by purposive sampling. The
results show that the community has a variety of comprehensive marketing
communications including advertising, news and public relations, personal selling,
sales promotion, direct marketing, website, signages, brochures, Facebook page,
visitor center, QR code that can be scanned via smartphones, YouTube, Line and
community ecotourism clubs are created. The contents of cultural marketing
communication and the guidelines for cultural tourism development of the Klong
Roi Sai community consist of media development for public relations, a way of
life that still has a traditional lifestyle along the river, a way of life that
is related to nipa-palms , most local people use nipa-palm leaves in every part
of their life, such as thatched-roof, tobacco, packaging of nipa palm desserts
and also can be used as the ingredients of nipa palm in syrup and nipa palm
salad. Besides, the nipa palm vinegar is a unique signature of Nai Bang Community
as well as a way of life that ensures the community’s traditions are passed from
generation to generation.
Keywords: Marketing Communication, Cultural
Tourism, Community Participation