Online marketing strategies for community-based tourism in the Andaman cluster of Thailand

Abstract

The main goal of this study was to initiate online marketing strategies for CBT destinations in the Andaman cluster of Thailand. In order to accomplish the goal, the objectives of this study are 1) to analyse the current online marketing situation of CBT destinations in the Andaman cluster of Thailand, 2) to classify homogenous segments of CBT tourists, 3) to investigate online marketing factors influencing intentions to visit of CBT tourists, and 4) to initiate online marketing strategies that suit CBT destinations in the Andaman cluster of Thailand.

A mixed-method approach was applied in this study. The quantitative method was used to achieve objective two and three. The survey instrument was adapted from previous research and the link to an online self-administered questionnaire was shared with potential respondents via social media sites and online discussion platforms, and yielded 384 completed responses. Data was analysed using cluster analysis to identify segments of CBT tourists. Multiple regression analysis was also applied to explore online marketing factors that influence tourists’ intention to visit CBT destinations. Besides, a qualitative method was adopted to accomplish objective one and four. Fifteen CBT marketers from fifteen CBT destinations in the Andaman cluster were selected as participants. A semi-structured interview was conducted to determine the current online marketing situation. SWOT and content analyses were employed to interpret the interview data. After initiating online marketing strategies, the researcher further interviewed three online marketing experts and three CBT representatives to verify these strategies. Content analysis of experts' and representatives’ opinions was also adopted to finalize the proposed strategies.

The study found that current online marketing situations of CBT destinations in the Andaman cluster of Thailand were challenging as a range of weaknesses reduced local communities’ and entrepreneurs’ ability to connect to the right target market effectively. Nevertheless, many opportunities within the destinations could help them overcome these weaknesses and lead to successful online marketing. Besides, three segments of CBT tourists were identified regarding their travel motivation. These include ‘learning tourists,’ ‘relaxation tourists,’ and ‘want-it-all tourists.’ Among the three segments, the results demonstrated that their socio-demographic profiles and travel motivations were significantly different. However, we found a slight difference in their online behaviors. In addition, the results revealed that system quality, electronic word-of-mouth (e-WOM), and quality of design and service had positive influences on CBT tourists’ intentions to visit the Andaman cluster destinations. Whereas, the effects of information quality and security on tourists’ intention to visit were insignificant.

The online marketing strategies were formulated based on the results draw upon all three objectives, and the ‘learning tourists’ segment was selected as the target market. Two key online marketing strategies were proposed. The first strategy was the integrated online marketing strategy comprising of six online marketing strategies: website marketing, social media marketing, search engine marketing, electronic word-of-mouth (e-WOM) marketing, content marketing and location-based marketing. The second strategy was the capability enhancement strategy including two strategy which were the tourist database management and MCGA online marketing team in which M stands for a marketer, C stands for a content creator, G stands for a graphic designer, and A stands for an administrator. Three online marketing experts and three CBT representatives have verified the proposed online marketing strategies. The study concluded that these strategies were appropriate and practical for the CBT marketers in the Andaman tourism cluster to implement further and they would allow the CBT marketers to reach the target markets more effectively.