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