The Expectation of Digital Marketing Promotion for Value Added Culture Tourism of Pra That Phanom Temple, Nakhon Phanom Province

Abstract

The study aimed to study the digital marketing promotion expectation, the value added cultural tourism importance, and the relationship and influence of digital marketing promotion on the value added cultural tourism of Pha That Phanom temple in Nakhon Phanom province. The study was a quantitative research. A sample of 400 cases were drawn from Thai tourists in Nakhon Phanom Province, The quantitative data was analyzed by using Independent t-test, F-test (One Way ANOVA), Correlation Analysis and Multiple Regression Analysis. The findings revealed that most of the Thai tourists highly expected all digital marketing promotion factors; the public relations and publicity factor was the most important expectation factor. All value added cultural tourism factors were highly rated; the product and image value was viewed as the most important factor, followed by personnel value and service value respectively, thereby all the expectation factors of digital marketing promotion have positive relationships and impacts on the value added cultural tourism, and the advertising variable was found to be the most powerful factor influencing the value added cultural tourism statistically significant at the level of .05.