โครงการวิจัยย่อยที่ 2 กลยุทธ์ทางการตลาดของการท่องเที่ยว เพื่อเรียนรู้วิถีวัฒนธรรมมลายู ในเขตเศรษฐกิจพิเศษสงขลา

Abstract

This research aims to study the perception of tourists in learning the Melayu’s culture in Songkhla Special Economic Zone. Analysis of marketing mix was carried out to know the perception of tourists in learning Melayu’s culture and to develop marketing strategies. Data were collected using questionnaires and focus group meetings from relevant sectors as local government, government, private agencies and tourists in Songkhla Special Economic Zone. Analysis of qualitative data was also included. The result indicated that tourists want to learn for clothing culture, food and traditions at the 1st, 2nd, 3rd, respectively priority in related to Malay in the area. Tourists want to expose learning via creative tourism, including magnet and local identity of the area. This identity should be included in creative learning environment, creative hospitality, local community participation and experience or skills related to Melayu’s culture. Tourists focused on the marketing mix for learning tourism of Melayu’s culture in the aspect of tourism product. The overall perception of tourism product is very high, in particular, the emphasis could lead to a positive experience in the involvement of tourists in Melayu’s culture. For pricing of goods and services as a whole, it was found that almost all issues were at a high level except for value and its worthwhile reached the highest level. For location, overall and all issues were at high levels, especially, the emphasis on tourism sites which can be linked to other attractions. For promotion, overall and almost every issue was at high levels except for word of mouth marketing, social media such as websites or Face book, which had the highest level. For human resources, overall, and almost every issue was on a high scale, except for host which received the highest level from tourists. For physical environment, overall and all issues were at a high level, in particular, the importance of restoring and preserving the wisdom and way of life of the local people in the area. For process, overall and all issues were at a high level, in particular, the importance of creating an impression of the experience gained from tourism. For marketing strategy of tourism in learning Melayu’s culture such as tourism products, it should develop is different style and reflect of Melayu’s identity and in accordance with environment and atmosphere of the traditional Malay lifestyle. Hence, event activity should be organized for exploring experience and learning between tourists with community. In order to provide facilities for learning of tourists, they can learn Malay cuisine or traditional dessert. Apart from that the local food or dessert should be value added as souvenirs. Tourism products should include story- telling, especially food or sweets that are related to traditions or festivals, etc., or the development of home stay. These should serve from housewives or occupational groups within the area. For prices of goods and services, taking into account of the value by tourist ‘s experience of the Melayu culture. For promotion or sale, Melayu’s culture route should be developed for the tour operators as a package of one day or two days. These routes should be connected to the main attractions such as culture or learning centres of local people. Therefore these centres should enhance activities for tourists to enjoy and learn about the Melayu culture. For marketing promotion, Melalu’s culture information should distribute to the niche tourists various media, such as the Internet and online communication as line or Face book. In particular marketing activities related to Melayu’s culture in the area, such as celebrating the Hari Raya Festival, Asura melting rice ceremony or Malay food festival. For human resources, community should provide the service with good hospitality and service mind. This will lead to a good understanding and impression between host and tourist. For physical environment, local community should jointly restore and preserve the Malay culture in the area. This can be done through local curriculum by raising awareness and cultivating consciousness of their culture in the area. And it can be transferred to tourists through tourist activities. For learning process, creating the learning process and experience of Melayu’s culture for tourists could be provided by knowledge banking, transferring knowledge to the youth, development of communication skills and knowledge transfer of community and to organize activities to create learning skills for tourists.