Volume: 19 Issue-01 (January-June) 2024

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DEVELOPMENT OF TOURISM MARKETING STRATEGIES TO ENHANCE COMMUNITY TOURISM EFFICIENCY TO ENHANCE THE FOUNDATION ECONOMY OF SAMUT SONGKHRAM PROVINCE

ABSTRACT

The objectives of this research are: 1) To analyze the pathways of causal relationships that influence the development of tourism marketing strategies to increase the efficiency of community tourism towards upgrading the foundation economy of Samut Songkhram province 2) To create guidelines for the development of tourism marketing strategies to increase the efficiency of community tourism to upgrade the local economy of Samut Songkhram province and 3) To examine guidelines for the development of tourism marketing strategies to increase the efficiency of community tourism to upgrade the local economy of Samut Songkhram province. The sample used in this research was divided into 3 groups: 340 community enterprise entrepreneurs in Bang Khonthi District, there were 9 experts in the group discussion and 5 experts in the assessment. Using tools for research includes: Questionnaires, focus group interviews, and assessment questionnaires. Data analysis uses statistics, structural equation model analysis techniques, percent, average, Standard deviation and content analysis. The results of the study revealed that the causal relationship route was analyzed to influence the development of tourism marketing strategies to enhance community tourism to enhance the local economy of Samut Songkhram province. The analysis shows a Chi-square probability level consistency (CMIN-p) of 284.205, Relative Chi-square value (CMIN/df) of 1.947, Fit Integrity Index (GFI) of .982, and an average square root tolerance (RMSEA) of .045.2). The development of this strategy has its main components: marketing mix strategy factors. Social capital factors and entrepreneurial factors and 3) examining marketing strategy development approaches by measuring accuracy, usefulness, feasibility, and suitability. By adopting such an approach, it was overall found to be effective in practice.

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