STRATEGIC PLAN FOR MARKETING AND COMMUNICATION TO DEVELOP THAI CULTURAL TOURISM.

Abstract

Tourism is one of the most important industries that bring foreign exchanges and jobs to Thailand. The growth of competition in tourism from ASEAN nations and international nations every year forces Thailand to offer new ways of tourism. It is imperative for Thailand to create an important Strategic plan for marketing and communication to develop Thai cultural tourism. The objectives of this study were to examine the strategic plan for marketing and communication to develop Thai cultural tourism effectively. This research employed qualitative technique. The focus group consisted of three main groups: public sector, private sector, and community. The research started at the first quarter of the year 2019. The findings of the research revealed that there were some weakness of the strategic plan for marketing and communication to develop Thai cultural tourism which were the lack of cooperation of information and work collaboration among public sector, private sector, and community. However, the focus of the strategic plan should include the cooperative of three main groups, the exchange of information to benefits all partners, create a strong network, effective communication between the groups, and enhance the standard quality of the tourism destinations and stakeholders of the tourism destinations.