Experiential Marketing Strategies for Community-Based Traditional Liquor Tourism in Wang Chin District, Phrae Province, Thailand

This study examines experiential marketing strategies for community-based traditional liquor tourism in Wang Chin District, Phrae Province, Thailand. The objectives were: (1) to analyze the demographic and behavioral characteristics of tourists; (2) to identify experience design factors influencing decision-making; and (3) to propose strategic recommendations using the STP framework and 7Ps marketing mix. A structured questionnaire was distributed to 405 respondents, and data were analyzed using descriptive statistics and one-way ANOVA. The results show that most respondents were female, aged 31–40, highly educated, and employed in professional or government sectors, with moderate to high incomes. The majority were first-time visitors, preferring one-day cultural activities, moderate expenditures (2,000–5,000 THB), and value-for-money accommodations or homestays. Their primary motivations included hands-on liquor production, learning traditional brewing processes, and cultural immersion. Tourists rated six CBT experience design dimensions aesthetic design, service quality, customization, immersiveness, technology integration, and sustainability at consistently high levels (means = 4.40–4.61). ANOVA revealed significant differences across gender, age, education, and income, indicating diverse experiential preferences. Based on these findings, Wang Chin is positioned as “an authentic, immersive, and sustainable liquor heritage destination” The proposed 7Ps strategy emphasizes cultural product development, value-based pricing, digital promotion, empowered local guides, flexible processes, eco-friendly facilities, and high-quality service delivery.