COMMUNICATION FOR COMMUNITY TOURISM MODEL ACCORDING TO POLICIES EMPHASIZING ON QUALITY AND SUSTAINABILITY

Abstract

The objectives of this research were to study 1) The design of tourism activities following the quality and sustainability policy of Ban Rim Klong model community; 2) The use of media for tourism following the quality and sustainability policy of Ban Rim Klong model community; and 3) Approaches for developing the design of tourism activities and the use of media. This research used the qualitative research method of in-depth interviews. The 16 key informants leaders/members of the local operations team, network leaders; academic specialists on tourism communication, tourists Data were analyzed by drawing conclusions. The results found that 1) Tourism activity design consisted of 1.1) Searching for stories- activities were designed based on the foundation of local cultural capital and had unique characteristics that told of the history and way of life of the canal side communities. They allowed tourists to get a taste of the local sufficiency economy in an interesting and informative way. 1.2) Composing activities designed inspiring stories so tourists could learn from people with actual experience and 1.3) Creating good impressions 2) Tourism media use 2.1) Activity media, such as weaving coconut leaves into hats community media like a coconut museum 2.2) Personal media-the chairman of the community and 2.3) Online social media-at first the community just used Facebook regularly post messages, photos and video clips about the community and 3) Approaches for development-to raise tourism should be chosen creatively to make them unique with a reflection of the local identity. Tourism media use by using a diverse range of media to broadcast messages about activities.