The Value Added Creation for Community Based Tourism of Banwangsai Community, Thungsong District, Nakhon Si Thammarat Province

Abstract

This article is part of a research project on enhancing the value of tourism in Banwangsai Community, Thungsong District, Nakhon Si Thammarat Province. The objectives were: 1) to study the travel behavior and evaluate the marketing factors influencing Thai tourists, and 2) to develop marketing strategies through the value creation process in tourism. The sample group included 98 tourists and 13 key informants from government, private, academic, and local sectors. Research instruments comprised questionnaires and focus group discussions. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and content analysis.

The study revealed that most tourists traveled for educational purposes, influenced by online media and their affiliated organizations. They visited on weekends using organizational transport, participated in environmental activities, spent over three hours in the community, and spent no more than 500 baht. Tourists gave the highest importance to personnel and the least to distribution channels. In terms of perceived value, local wisdom ranked highest, while archaeological and historical values ranked lowest. The proposed marketing strategies included: proactive strategies by identifying target groups and tailoring space and activities; corrective strategies by improving advertising via social media and participating in tourism exhibitions; preventive strategies by enhancing facilities and services for modern travelers; and responsive strategies by encouraging creative community participation to preserve natural and cultural heritage and ensure sustainable tourism.