Advanced Destination Marketing Strategy for Chanthaburi Province, Thailand

Abstract

This academic journal discusses the destination marketing strategies for Chanthaburi, a province in
Thailand. The province will be accredited as the hub of diverse resources with sufficiency economy tourism plans to
produce benefits for the national economy, and to promote the cultural, social and economic development of the local
communities by increasing the standard of living and enhancing the quality of life. The marketing strategies focus on
building the right image and perception in the visitor’s mind, by improving the awareness of the destination and the
quality of the natural resources and services by employing a range of strategies. The research process involved collecting
secondary data from various theories in tourism marketing as well as primary data from observation. The sources
of information are tourism journals and textbooks, including relevant information to develop marketing strategies for
Chantaburi. The theoretical and practical implications include the destination area life cycle, (Strengths, Weaknesses
Opportunities, Threats) SWOT analysis and the tourism marketing mix, which can be applied in advanced strategies.
The tourism product offer should be developed to target allo-centric to mid-centric types of tourist, as well as new
international travelers who wish to be socially and environmentally responsible, by setting competitive prices in the
market and by using e-marketing as an information distribution channel. The promotion strategies focus on building
customer awareness and creating interest in the target market. There is the need for training of service provider staff to
possess the spirit of hospitality, service recovery skill, communication skill, and to perform the services beyond guests’
expectations. The packaging and programming can be inclusive and offer added value to potential customers. However, it
needs to deal with some challenges in marketing development in Chanthaburi with regard to the economic conditions, the
lack of superstructure and infrastructure, the competitive situation, and environmental issues which should be addressed
when developing marketing strategies in the future.