INNOVATIVE COMMUNICATION TO PROMOTE SUSTAINABLE CULTURAL TOURISM: BAN NAM CHIAO COMMUNITY, TRAT PROVINCE

Abstract

This research aimed to: 1) Explore innovative communication strategies for promoting cultural tourism in the Ban Nam Chiao community, Trat Province; and 2) Assess the community's potential to elevate its tourism to a sustainable national level through innovative communication. This qualitative study employed in-depth interviews with 27 stakeholders. Participants were selected using a purposive sampling method, including local residents, community leaders, tourists, and academics in communication and tourism. The findings revealed that, first, conventional communication should be shifted toward “Communication Innovation for Ban Nam Chiao Tourism,” comprising six dimensions: 1) Overall Innovation: modifying traditional communication methods; 2) Product Innovation: highlighting the community's unique “two religions, three cultures” identity; 3) Process Innovation: establishing concrete frameworks to promote cultural tourism; 4) Position Innovation: tailoring communication to tourist needs and service accessibility; 5) Paradigm Innovation: positioning the three-culture experience (Thai-Buddhist, Thai-Muslim, and Thai-Chinese) as a significant life experience; and 6) Social Innovation: communicating the image of “Ban Nam Chiao as a happy society.” Second, the community possesses the potential for sustainable national-level elevation. This requires integrated efforts from the government, private sector, and the community to synergize communication processes. Furthermore, encouraging active community participation in designing communication tools and developing integrated routes with neighboring communities is essential for fostering sustainable cultural tourism.