การสร้างกลยุทธ์การตลาดเชิงดิจิทัลของสวนพฤกษศาสตร์ สมเด็จพระนางเจ้าสิริกิติ์ ในยุคไทยแลนด์ 4.0

Abstract

The purposes of this research were to (1) study the perception of the public about the context of the Queen Sirikit Botanic Garden, Mae Rim district, Chiangmai province, and (2) to create digital marketing strategies of the Queen Sirikit Botanic Garden. Regarding the creation of public awareness about the context of the Queen Sirikit Botanic Garden, Mae Rim district, Chiangmai province, the researcher employed mixed research methods, quantitative and qualitative research methods. Data were collected by using accidental sampling from 400 people visiting the Queen Sirikit Botanic Garden. The data were analyzed by using a statistical program for the quantitative study to analyze the level of people's perception of the Queen Sirikit Botanic Garden. For the qualitative study, a study of creating digital marketing strategies regarding the role of the Queen Sirikit Botanic Garden was employed. The quantitative research findings showed that the media allowing the public to know about the Queen Sirikit Botanic Garden were Facebook, TV, and YouTube, respectively. In addition, people knew the factors and news of the Queen Sirikit Botanic Garden. For general information, 319 people perceived that the Queen Sirikit Botanic Garden was a study and conservation center for plants in natural conditions, and this was the most perceived information (97.8%). For operational activities, 299 people perceived that the Queen Sirikit Botanic Garden organized activities to promote the conservation of plant resources and biodiversity, and this was the most perceived topic (74.8%). Regarding the role of the Queen Sirikit Botanic Garden, 293 people perceived that it collected plant species to grow into categories (73.3%). For products and services, 283 people perceived that the Queen Sirikit Botanic Garden opened for visitors every day from 8.30 AM to 4:30 PM, and this was the most perceived topic (70.8%). In terms of communication channels, 272 people perceived that the Queen Sirikit Botanic Garden had a website (68.0%), and 259 people perceived about academic publications (64.8%). Overall, it was the average of 26.82 items out of 42 items (63.86%).The results of the qualitative research showed that the strategies used to create awareness through digital marketing of the Queen Sirikit Botanic Garden included 1) focuses on the integration of social media both online and offline, 2) instruments using modern media, 3 ) creating distinctive content with the mission of the agency, 4) public interaction on social media, 5) drawing famous people to participate in public relations such as bloggers, YouTubers and TV channels, 6) creating influencers, 7) using the principles of Search Engine Optimization (SEO), and 8) setting the target group that wants to publicize. For suggestions of the next research, in this research, the researcher determined the population group who visited the Queen Sirikit Botanic Garden, Mae Rim district, Chiangmai province. However, since there are various digital media users in many areas and the garden also has four regional branches in Thailand, Phra Mae Ya Botanic Garden in Sukhothai province, Romklao Botanic Garden in Phitsanulok province, Khon Kaen Botanical Garden in Khon Kaen province, and Rayong Botanic Garden in Rayong province, it is appropriate to conduct research among people in other areas, as well as to investigate problems and obstacles in formulating strategies to create a context awareness of the Queen Sirikit Botanic Garden from the sample in order to understand the actual problems and obstacles as well as to compare with other agencies that provide similar services.