Integrated Marketing Communication to Promote Health Tourism for New Way

Abstract

The objectives of this research are: 1) To create an integrated communication strategy for Sai Noi homestay health tourism, Bang Ban district, Phra Nakhon Si Ayutthaya province and 2) To create a good image in terms of products and services for Sai Noi homestay, Bang Ban district, Phra Nakhon Si Ayutthaya province. The researcher studied both quantitative and qualitative data by using an in-depth interview with the individuals who were the main source of information and using all the interview results to analyze and synthesize the results to achieve research objectives.

   The results showed that concept of integrated marketing communications that affects health tourism decision making, including activity marketing, word of mouth marketing and online communication which has an infleuence in the decision-making motivation that is mainly from sponsoring the store was used. This makes it possible to determine an integrated marketing communication strategy which is in line with the needs of tourists and also creates a good image in terms of products and services of Sai Noi homestay, Bang Ban District, Phra Nakhon Si Ayutthaya province