This study specifically aims to investigate appropriate marketing mix model to promote tourism in Chonburi province. It consists of three main objectives: (1) to explore the components of the Nature Education Center for Mangrove Conservation and Ecotourism in Chonburi, (2) to study marketing mix in order to promote tourism, and (3) to study a model of marketing mix specializing for sustainably development. The techniques used for data collection were In-depth questionnaire and survey questionnaire. The data were analyzed by using t-test, f-test, and content analysis. The results of the study revealed that: (1) this natural attraction consisted of four significant components of a tourist attraction which are place, management, participation, and activities in the attraction. (2) attraction, facilities and publicity of this natural attraction were the main factors which should be renovated and improved. The recommendations are as follows: (1) Local government should renovate deteriorated building structures for visitors’ safety and convenience such as pathway pavilion, toilets, interpretation signs, wayside exhibition concerning biological diversity, observatory tower, and boardwalk. In order to accommodate visitors and provide knowledge about the different ecosystems, the auditorium or lecture hall renovation and expansion is needed. Landscapes and clear trail signs should be redesigned. (2) Local government should properly and constantly publicize this natural attraction through press release and effective media such as leaflets, brochures, and websites. (3) Visitors and local people should be educated to appreciate nature in mangrove forest and increased awareness in protecting environment so as to conserve the natural attraction sustainably.
Pimphun Sujarinpong, Kasetsart University, Thailand
Stream: Economic Sustainability: Sustainable Businesses and CSR
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