Communication Strategies for Promoting Tourism, Tourists' Behavior, and Satisfaction with Hua Plee Community Market in Phu Khae Subdistrict, Chaloem Phra Kiat District, Saraburi Province.

Abstract

This research aims to: 1) analyze communication patterns to promote tourism at Hua Plee Market, 2) study tourist behaviors towards Hua Plee Market, 3) examine tourist satisfaction with Hua PleeMarket, and 4) study communication strategies. To promote tourism at Hua Plee market. The study employed a mixed-method approach using document research, surveys, and interviews with five owners and personnel of Hua Plee Market, data were collected from a sample of 420 tourists. Statistical analysis included percentage, mean, and standard deviation. The research was conducted between June and September 2024.

          Research findings revealed: 1) Current communication patterns for promoting Hua Plee Market tourism involve diverse methods, including personal media, mass media, print media, online media, various tourism activities, and different approaches ranging from free to collaborative and paid methods. 2) Most tourists learned about Hua Plee Market through word-of-mouth, facebook, have visited 2-3 times, typically come with family, and primarily aim to find food. Their travel expenses are 500 baht or more per visit. They contribute to market promotion by taking check-in photos. 3) Tourist satisfaction was generally high, with the top three satisfaction factors being: beautiful and clean market decoration, friendly and welcoming vendors, and the availability of relaxation and dining areas. 4) Communication strategies to promote Hua Plee market tourism include publicizing both online and offline platforms.  Has created a communication channel or has its own media Hiring or incurring expenses and media that people can share or spread the word without charge. Organizing marketing promotion activities Always improve the landscape of the market to make it beautiful.