DEVELOPMENT OF MARKETING AND TOURISM FOR COMMUNITY ENTERPRISE, A CASE STUDY OF MUANGKAEN MUNICIPAL, MAE TANG DISTRICT, CHIANG MAI

Abstract

The study aimed to develop knowledge and management of community marketing and tourism. The samples were 3 groups of community business in Muangkaen municipal, Mae tang district, Chiang Mai province. Research instrument included focus group, in-depth interviews and document analysis. The results found that 1) Ruam Jai Por Piang Group mostly produced common white mushrooms and it has the permanent greenhouses. The group used logo of white mushrooms and group name for their uniqueness, and plan to develop Lentinus Polychrous Lev mushrooms, frog and tadpole farms in the future. 2) Oil-less pork snack group, their irregular production and organization structure were unclear, but the group prefers to use the group name for their marketing in the future. 3) Ban Cho Lae agricultural product group produced pickled garlic and continuing to develop the original brand and packaging that uniquely communicate to the market segment. The results of developing marketing and tourism revealed that Muangkaen community had a unique lifestyle with natural, cultural and architectural attractions that were suitable for cultural or agricultural tourism, and could link their tourism programs with other villages. Moreover, the community must prepare to be a good host by using goodwill as a travel ambassador and having a strategic plan to push products into the community's tourism route.