Visual content for community based tourism online marketing communication : A case study of Ban Nateen, Krabi province, Thailand

Abstract

Visual content has been used in business sector as one of a new trend of marketing communication strategies. It increases attraction, purchase intention, and engages customers in various social media platform currently. However, there is no study of applying visual content communication concept to Community Based Tourism. This study aims (1) to explore criteria of Thailand Community Based Tourism Standard that appropriate for visual communication and (2) to develop visual media and contents guideline for Ban Nateen Community Based Tourism marketing. The 76 indicators from six criteria on pillar 5 (Service and Safety) were examined via online questionnaires by 400 tourists who use Facebook searching tourism information across Thailand. Then the data was synthesized and submitted to 19 social medial content editors both from tourism enterprises and Community Based Tourism Facebook Pages for the final feedback. The results showed all indicators are appropriate for visual media communication, however only 26 indicators are needed to develop in this study as the main priority. This study found 46 contents and 4 media types were developed as a content guideline by Ban Nateen Community Based Tourism committee and the researcher. Therefore, 65.38% was the contents identified in CBT, while 34.62% was mixed from both contents found within and outside Community Based Tourism. Sharing hints and tips content was used at 39.13% to show concern toward tourists, follow by general current information 28.26%, community story telling 21.74%, and using inspiration content 10.87%, while using content relevant to social event was not mentioned so community need to identify in the future. Based on the community capability, photograph was the main visual communication form that Community Based Tourism aims to develop for 40.8%, follow by infographic 26.5%, slide show 22.4%, and quote card for 10.2%. In terms of message communication strategy, cognitive was selected 85.7% as the main focus to provide positive and useful information to change tourist attitude toward the non-standard of CBT images, affective strategy with 14.35% to increase positive feeling, while conative strategy has not been selected due to they does not want to use a forceful approach as part of a tourist screening process. The recommendations from this study were that Ban Nateen Community Base Tourism need to set an actual plan to develop contents for the remaining 49 indicators and identifies proper message that suitable for specific visual media types. Second, due to the technology barrier, community committee should ask for collaboration from young generation, education sector, local administrations, or other communities as part of community engagement to support when develop visual content media.