Guidelines on Marketing Management Development for Tourism Community Enterprises in Central Region (Phranakhon Si Ayutthaya and Ang Thong) ABSTRACT

Transcription

1 1 Topic Guidelines on Marketing Management Development for Tourism Community Enterprises in Central Region (Phranakhon Si Ayutthaya and Ang Thong) Researchers Associate Professor Lamyoung Plangklang Assistant Professor Wantana Naowan Research year 2010 ABSTRACT The purposes of this research were to study 1) potentiality and factors promoting potentials on tourism management of community enterprises in Phranakhon Si Ayutthaya and Ang Thong; 2) guidelines on marketing management of the community enterprises; and 3) guidelines in strengthening tourism management connecting with the nearby provinces. The sample groups studied comprised 1) eight groups of community enterprises in Phranakhon Si Ayutthaya and Ang Thong with 4 groups in each province, drawn out with specified random sampling from the community enterprises working on 4 aspects of tourism services handicrafts, history, health and agriculture; 2) one hundred and twenty tourists taking trips to the community enterprises, drawn out with simple random sampling from eight groups of the community enterprises with tourists at each community enterprise. The instruments were 1) structured in-depth interviews both in person and in group; 2) group meeting arrangement; and 3) a questionnaire. The qualitative data were analyzed with descriptive analysis, and the quantitative data were analyzed employing frequency, percentage, mean, and standard deviation. The findings indicated that the selling and attractive potentials comprised 1) the natural resources (waterways), 2) activities on performances showing Thai identities, and 3) differences of buildings in the areas. Facilities consisted of 1) services like relatives to the tourists, 2) travelling with comfort, and 3) chances in producing the handicrafts by the tourists themselves. Access to the tourist sites was composed of 1) Advertisements via the websites, 2) signs for tourist tracks, and 3) comfortable telecommunication. The factors affecting tourism potential promotion comprised 1) tourist sites with agricultural gardens that promoted future profession, 2) variety and fertility of the natural resources, and 3) unique of the accommodation, for example houses made from clay, and houses from boats, etc. Factors on the community enterprise management consisted of 1) devoted leaders, 2) members with positive opinions, and 3) providing duties in services appropriately. The marketing factors comprised 1) the groups supporting the tourists behaviors and requirement, 2) providing tourism in the nearby areas, and

2 2 3) providing vehicles for sight seeing with tourism information. The other factors consisted of 1) communities cooperation, 2) tourists safety, and 3) self-dependence of the community enterprises. The results of marketing management guidelines revealed that the community enterprises should analyzed their marketing situation via marketing opportunities with hard points, opportunities, weak points and obstacles in order to find the tourism potentiality, and also learning the market together with selecting identical markets of their own. The marketing plans comprised 10 strategies naming as follows 1) market share management and sales promotion, 2) positions in the market, 3) tourism products and activities, 4) tourism service prices, 5) agents and periods of time in selling tourism activities, 6) marketing promotion on tourism, 7) environment and physical forms, 8) tourism staff, 9) networks of the community enterprises, and 10) marketing obstacles. Regarding marketing performances and control, the marketing organization should be established, and the marketing execution should be performed. Marketing should be controlled in steps and certain for the members performances. The outcomes of strength promotion guidelines on the tourism management connecting with the nearby provinces indicated that guidelines in collaboration were appointed naming respectively 1) negotiation for collaboration network among the community enterprises, 2) cooperation in arranging exhibitions on products and tourism services with other organizations, 3) learning from other community enterprises succeeded in tourism services, 4) provision of documents, leaflets, posters, and pocketbooks demonstrated in the tourism sectors and the education institutions, 5) development on selling channels and marketing promotion, 6) training for knowledge in relation to the community enterprises requirement, for example training for communication in English that they could use to tourists, and training young tourist guides in the communities, and 9) publicizing route maps connecting among the community enterprises within all the eight groups in the two provinces studied in Phranakhon Si Ayutthaya and Ang Thong. Preface Tourism is one of the services provided that the core of the income to countries around the world in high. The policy on tourism is increasingly important. Like Thailand s economic development plan of government that support and promote substantially in all plan has resulted in higher of tourism and income to. As in the 2006 there were foreigners tourists travelled to Thailand who about million with income about 482,319 million and Thai

3 3 tourist about million with income form tourism about 322,533 million. Compared with last year 2007 foreigners tourist were high up to million and generated income about 547,782 million baht. Thai while million of Thai tourists generated income of 380,417 million ( Tourism Authority of Thailand, 2008 http// which shows that income from tourism has spreed across the economy is enormous and likely to be increasingly if there is no any problem in country. Government has promoted tourism with various plans to the tourism industry. In particular, the assignment unit which is a direct role. Tourism Authority of Thailand accelerated marketing strategy of electronic (e-market), focus of the target group directly. Issuance of show-specific information on the major countries in various (road show), including cooperation with nearby countries such as the collaboration of six countries in Mekong Sub-region to focus on tourism development area around the bridges between Thailand Laos and developing the 3 routes to Vietnam, as well as policies and programs to promote tourism village (OTOP Village) to link with tourism that were selected from the potential and capabilities in tourism etc. For regional level, organizations that have important responsibilities in promoting tourism development is the Tourism Authority of Thailand in region and throughout the country. The government is promoting tourism with various plans to the tourism industry for each location is differently. The central region is a region where tourism is relatively high because there are all the resources and attractions such as historical and cultural tourism, eco-tourism, agro-tourism, medical tourism, culture and life style tourism. More over the at fractions in central area can also be linked to each other very closely. This research found that Ayutthaya and Ang-thong province has a potential for development of marketing network to play a role in mutual development with flexibility, efficiency and enhance economic stability, and in management of natural resources and the environment properly. Including urban

4 4 management and community participation to develop in trading and services to create investment opportunities in tourism can be linked with nearby countries as well. The situation of Tourism in the central region is likely an increase of the number of tourists, traveler or call visitors every year. Therefore, relative agencies such as the Department of Tourism Authority of Thailand Central Region 6 and Region 7, Tourism Sports and Recreation in the two provinces was Ayutthaya and Ang-Thong, provincial administration, sub organization, provincial community development office, provincial industry, federation. hotels and tourism, business tourism, transportation, food and souvenir shops as well as community groups that work together as community tourism enterprises in two provinces. The agencies that mention above should come together to 1) analyze the problem and the guidelines for managing community enterprise. In particular, marketing management, which will benefit to the community by implementing an marketing management approach from this research to analyze business opportunities and readiness from the potential evaluation of the enterprise community. 2) Planning the marketing operations in more aggressive focus on marketing factors appropriate to the potential for increased sales and higher income. And 3) keep the principles of sustainable tourism management systematically form upstream to downstream. To directly benefit to the community and finally enhances the community s economic which is the base of strength of the province, central provinces and the whole of the country. Objectives of the research project. 1. To study the potential and factors that promote the potential of tourism management of the community enterprise in the central region. (Ayutthaya and Ang-Thong) 2. To study the guideline to manage the marketing of community tourism enterprises in the central region.

5 5 3. To study the guidelines to strengthen in tourism management of central area and link to the nearby provinces sustainablely Research Methods Methods offered by the following table

6 6 Table shows how the research 1) Purpose - To study the potential and factors that promote the potential of tourism management of the community enterprise, the Central Region.(Ayutthaya and Ang-Thang) Sample 1. The board of directors and members of the community enterprise 8 groups 2. Tourists that travel in the community enterprise 8 groups (120 person). Equipment used in data Collection A structured interview, individual interview, group discussions, participant observation and questionnaire (part 1-2). Data Collection 1. Secondary data. 2. Seminars or academic forum. 3. Making relationships with community enterprise. 4. An in-depth interviews 5. Requesting the cooperate from communities in helping to give questionnaire to tourists. Data Analysis Qualitative, Analysis descriptive Analysis, summary of the interview and group discussion, descriptive statistics (frequency, percentage, mean and standard deviation).

7 7 2) Purpose II, III - To study the potential and factors that promote the potential of tourism management of the community enterprise in the central region. (Ayutthaya and Ang-Thong) Sample - The representatives of Board and member of 8 community enterprise in Ayutthaya and Ang-Thong. - Represent actives of the relative agencies in both public and private sectors in the central region. - Tourists that travel in the community enterprise a total of 120 samples. Equipment used in data Collection - A structured and indepth interview to interview the individual. - The focus group. - A discussion forum. - A small group meetings. - Questionaires Data Collection - Secondary data. - Making relationships with community enterprise. - Meeting, discussion and summary report. Data Analysis - Qualitative analysis. - Summary of the interview and group discussions. - Qualitative analysis and summary report. - Descriptive statistics (frequency and percentage).

8 8 Research Results The result as steps form the table above can be summarized as following 1. Potential and factors promoting tourism potential of the community enterprise in tourism management. The research found that the tourism potential of major attractive and attractions are natural resources, and cultural activities that are unique. Facility potential are services like a good relative and travel comfort. Potential in access to attractions are website and interpretive signs. Moreover the study of the factors that promote the potential is found that factors of the tourist attraction are agriculture garden that provide the knowledge for career and the diversity and integrity of natural areas. Factor of management are leader of a community enterprise who is friendly, and has an ability to coordinate, and a positive attitude of the group members. Factors of marketing management are learning behavior of visitors to meet the needs of tourists, and thinking and developing new activities. 2. Guidelines for marketing management. This research result can be concluded that community enterprise should be situational analysis of the market, especially the analysis of market opportunities from the strengths and weaknesses of their own which strengths such as a unique tourism resources, weaknesses such as not shared understanding of, the opportunities such as government promotion. However the uncontinue government promotion becomes an obstacle. Additionally, it was found that enterprises should have a community marketing strategy focusing on market share, and manage market segment clearly. Morover tourism activities should be diversity. Find a way of thinking here in many forms. The sale of travel through intermediate forms, promotion marketing tourists coming into the area. Tourism as a source of organized learning with other community organizations. Management personnel should travel in line with individual ability. Should give priority to the network of community enterprise. And about the problems. The should be improvement by seeking cooperation from local organizations and agencies.

9 9 3. Ways to strengthen tourism management in the central region.(ang-thong, Ayutthaya) and associated with the nearby provinces found that community enterprise should determine ways to cooperation in development that is 1).seeking cooperation agreement to build networks among each community enterprise 2) Promoting by exhibition to show products and tourism services with coordinators form research team. 3) publishing research results. 4) Study visit is needed in order that members and research teams can exchange experience and support each other. This study visit caused a voluntary network. 4) Publishing document, brochure, poster or other document format to distribute via tourism offices and these community enterprises. 5) distributing the information of community enterprises via a website of Phranakhon Si Ayutthaya Rajabhat University. Discussion The objective of the research found that first, the potential of the selling points and attractions are tourism resources that is nature. Especially most of the study places are near the river. This is a principle of nature which normally house nearby the river has a cool and nice at musphere from natural of river. The cultural performance is also the impression and selling point. This may be because the performances are fascinating to tourists who come from the big city. The facility potential is found that services like relatives are important. This may be because tourists from major cities are being a bit. When they find a service like relatives felt a special satisfaction. The potential reach is important, public relation, web site. May be because the current is a convenient easy access. To analyze the factors that promote tourism farms indicated that the transfer of knowledge to professionals. Tourism and natural resources. That are well different places. Health activities and crafts may be because of community enterprise has been fairly used to develop the experience interesting. And agencies to help promote making community enterprise promotion potential factors fairly well.

10 10 A study of marketing management found that successful community enterprise because there is nice attractions that different from others and unique. To highlight the differences. These nice attractions are being not too much base on tourist demand, not standalone business, compromise, and create new interesting travel programs such as a health care. The craft activities, and thinking of community environment. The service standards are created to participate. The government held a willingness, as this research. Organized the project which include promoting green tourism. Recommended for planting vegetables. To cook for tourists. Youth training guides etc. A study of the strengthening in management to sustainable tourism by linking nearby provinces is necessary to consider the readiness and potential of community enterprise to support visitor. Besides, the community enterprise should be supported in public relations. Travel management with standards in services and tourism before selling or promotion because most enterprises lack of the potential to manage a large group. Moreover, community enterprise should seek for cooperation with local authorities to improve the access route signs appropriately that according to tourist s and visitor s need. Summary This study focuses on seeking procedures for the marketing management of the community enterprise to promote community enterprise to get the knowledge, understanding the role of marketing in tourism by studying the opinions of tourists, community enterprise, and community leaders concerned with the care and responsible in tourism in Ayutthaya and Ang-Thong. Before studying ways of marketing management. This research studied the potential and promoting factors with the potential of tourism management, The potential in this research are potential of selling point and attract, potential of facilities and potential of accessibility. The potential of a selling point and attract are natural tourism resources, especially water resource and activities that focus on unique of community. Potential of

11 11 facilities are providing services like relatives and comfortable traveling. Potential of accessibility to attractions are public relations on web site and signs. The factors that promote potential are sources of knowledge, diversity and integrity of natural resources, as well as differences in accommodation such as a soil house and boat homestay. Factors of management of community enterprise is the ability to respond to the behavior of tourists. Guidelines for marketing analysis showed that there was the market situation analysis of the community enterprises in strengths, weaknesses, opportunities and threats which lead to 10 marketing strategies. These strategies are a quota management, a marketing and selling point, a market position, product, price, agency, market promotion, environment, staff, network and marketing control. The results of the study in strengthen the guidelines for tourism management found that there should be the guideline to develop in collaboration with networks in nearby provinces and among community enterprise themselves, study visit, distributing document in various form, development in sales and promotion by the web site, taking the training course on tourism, youth to guide and English for communication, application to assess homestay, published map route travel links between the 8 participating groups, which researchers made strengthen to all the above and Community Enterprise is known more widely.

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