GUIDELINES FOR DEVELOPING MARKETING STRATEGIES TO PROMOTE SUSTAINABLE RELIGIOUS TOURISM: A CASE STUDY OF KHAO CHONG PHRAN TEMPLE, TAO POON SUBDISTRICT, PHOTHARAM DISTRICT, RATCHABURI PROVINCE

Abstract

Religious tourism is an important form of tourism in Thailand. The beauty of the sights and the long cultural and religious history attract the attention of tourists and they choose to travel to religious sites. For prostration to sacred things and merits that increase spiritual happiness. Tourism also brings economic benefits by generating income for local businesses, creating jobs, and promoting infrastructure development. As a result, the number of tourists and revenues have decreased. Therefore, the development of marketing strategies to promote sustainable religious tourism is of great importance in the current situation.

The development of marketing strategies to promote sustainable religious tourism in Khao Chong Phran Temple includes product strategies that take into account the preservation of Buddhism and culture and environmental protection, as well as monitoring product and service quality. The pricing strategy must be fair and clear. This includes a modern form of payment. The distribution channel strategy must consider easy access to information through the online system and prepare the place to receive tourists. Finally, the marketing strategy must be to increase secondary activities alongside primary religious activities, relying on digital technology and social media as communication tools. Nevertheless, sustainability must be taken into account by integrating the cooperation of all sectors to advance policies and strategies to promote sustainable religious tourism and increase tourists' awareness and responsibility for the protection and preservation of the environment in tourist destinations.