COMMUNICATION APPROACHES FOR ENHANCING LOCAL TOURISM STANDARDS IN PAI DISTRICT, MAE HONG SON PROVINCE, IN ACCORDANCE WITH THE SUSTAINABLE TOURISM FRAMEWORK AND INTERNATIONAL STANDARDS

Abstract

This research aimed to investigate 1) The situation and characteristics of tourism communication. 2) The communication processes in managing and enhancing tourism; 3) The communication strategies of relevant stakeholders and 4) Guidelines for developing communication to elevate tourism standards in Pai District, Mae Hong Son Province, in alignment with international sustainable tourism frameworks. Data was collected through in-depth interviews with a sample of 35 individuals from five groups: 1) Government representatives, 2) Local government representatives, 3) Private sector representatives, 4) Community leaders, and 5) Tourists. The research instrument underwent content validity verification by experts prior to data collection. Data analysis was conducted using content synthesis integrated with relevant theoretical concepts. The findings revealed that 1) Regarding the communication situation, there was robust public relations of destination image via digital media and informal communication through online networks and tourist word-of-mouth however policy communication and inter-agency data integration lacked unity. 2) The communication process was decentralized based on the distinct roles of each sector, with the government focusing on policy and infrastructure, the private sector on marketing and tourist experiences, and the local community on communicating cultural identity. 3) Communication strategies prioritized the image of eco-tourism and contemporary culture to attract visitors, yet primarily emphasized economic aspects over environmental and social dimensions as prescribed by the ASEAN Tourism Standards and 4) Regarding integrated communication system development, a centralized tourism information hub should be established to connect the government, private sector, and local communities. Crucially, the discussion of these findings aligns with previous literature in tourism communication, which consistently highlights a persistent conflict and discrepancy between commercial marketing and communication for sustainability.