The Study of Community’s Perceived Identity through Tourism Marketing Management in Pathumthani Province
Revised 16/10/2020 Thiyapa Sathiankomsorakrai 1 Atchira Tiwasing2
The objective of this quantitative research was to study the perceived identity through tourism marketing management of the community in Pathumthani province. The research instrument was a questionnaire. The collected data were analyzed using descriptive statistics, frequency, percentage, average, and standard deviation. The sample group consisted of 400 tourists who have been to Pathumthani. The findings showed that 38.2% of respondents visited Pathumthani for pleasure and recreation, while 41.4% have been to Pathumthani more than three times, and 84.5% traveled with friends and family. Also, 38.4% of the respondents agreed that family was the key influence on travel decision making. Moreover, 75.5% of the respondents preferred traveling on the weekend, and 77.7% spent only one day in Pathumthani. The first perception of community tourism in Pathumthani was boat noodle (34.8%), while agricultural identity was the most perceived with an average of 3.68. Besides, commercial and entertainment destination was perceived as the majority of Pathumthani destination with an average of 1.83. Overall, the sample group perceived the community tourism identity via the internet and social media (25.54%).
Keywords: tourism marketing management, community identity, community in Pathumthani province
1Lecturer, Tourism Program, Rajamangala University of Technology Thanyaburi
2 Lecturer, Tourism Program, Rajamangala University of Technology Thanyaburi