Innovative Integration of Marketing and Tourism for the Elderly and Community Economy in Ubon Ratchathani

Abstract

This research aims to develop an approach to "Innovative Integration of Marketing and Tourism for the Elderly and Community Economy in Ubon Ratchathani" by employing the service marketing mix framework (7Ps) and integrating the concepts of active aging and lifelong learning. The methodology is qualitative research. Data were collected through semi-structured in-depth interviews with stakeholders from tourism organizations at the provincial and national levels and with elderly people in the Mekong River basin area of Ubon Ratchathani Province (n=10). Data were analyzed using content analysis and synthesized according to the 7Ps framework categories. The research findings suggest that we can transform cultural identity, local cuisine, and handicrafts into "narrative-based tourism experiences," with elderly individuals acting as cultural transmitters.  Implement value-based pricing schemes and revenue-sharing arrangements, such as funds for the elderly.  (3) Place: An integrated offline and online model should be implemented through community markets, utilizing Facebook, LINE, and TikTok for bookings and communication via intergenerational collaboration.  Promotion: Digital social media marketing ought to portray senior individuals as "authentic storytellers" to elevate the destination's image.  Elderly individuals ought to function as local tour guides or homestay hosts, necessitating instruction in service capabilities, communication abilities, and internet literacy.  Service methods must be standardized to encompass booking, payment, and satisfaction assessment, all executed via digital channels.  Improvements to the physical environment should include infrastructure enhancements that accommodate elderly individuals, such as signage, ramps, bathrooms, and QR code systems featuring audio commentary narrated by seniors. In conclusion, the integration of the 7Ps framework with active aging and lifelong learning concepts facilitates the transformation of elderly people's role from "dependents" to "social innovation creators," converting cultural capital into tangible household and community income. Policy recommendations include developing digital skills, narrative-based communication strategies, upgrading infrastructure, and establishing revenue-sharing mechanisms to propel Ubon Ratchathani toward becoming a sustainable tourism destination in the Mekong River basin region.