Author(s): Narin Sungrugsa, Wicharn Junharik, Sawanya Hammaapipon, Prapon Leksuma, Mutchima Udomsilp, Auat Areerop, Kallaya Wiriya, Piyalak Phetaue
To develop creatively the community products based on identity of cultural community capital serve to the demand of quality of high-end tourists who have more opportunity to purchase the products and services. This research and development aimed to 1) develop the community products creatively based on identity of cultural capital, 2) build up the market channels through the alliances of tourism marketing. The samples and key informants of the study were 400 tourist, 123 entrepreneurs of community products, and 20 stakeholders. The research instruments were a questionnaire, guidelines of an in-depth interview, and guidelines of focus group discussion. The research finding revealed that: 1) to develop the community products, the tourists demanded to the products at a high level. The training course was arranged and the pre-posted test scores of participants yielded significant differently at p= .05, 2) to build up in market channels of community products through the alliances of tourism marketing, Stakeholders who joined tourist marketing through the online-training course had their satisfaction to the course at a high level.