COMMUNICATION OF COMMUNITY ENTERPRISE LEADERS TO PROMOTE WELLNESS TOURISM, THAI WISDOM, AND HERBS

Abstract

Promoting wellness tourism based on Thai wisdom and herbs required effective communication competencies among community enterprise leaders to communicate the value of local wisdom, build trust, and connect relevant networks. This study aimed to: 1) Examine the communication competencies of community enterprise leaders; 2) Investigate their communication management; and 3) Explore guidelines for developing their communication competencies to promote wellness tourism based on Thai wisdom and herbs. The study employed a qualitative cross-case research design. Twenty key informants were purposively selected from five model community enterprises rated at the excellent level across five regions of Thailand, including community enterprise chairpersons, committee members, network partners, and academics. Data were collected through semi-structured in-depth interviews and non-participant observation until data saturation was reached. The data were analyzed using content analysis and cross-case analysis, while the credibility of the findings was examined through triangulation. The findings revealed that: 1) Communication competencies comprised leader communication and leadership roles, with emphasis on integrated media use, storytelling, demonstrations, direct experiences, participation, and word-of-mouth communication;
2) Communication management encompassed leadership skills, core competencies, and functional competencies, with listening, honesty, transparency, credibility, and network coordination identified as key mechanisms; and 3) The development of communication competencies emphasized enhancing knowledge, attitudes, and practices together with experiential learning and network linkages, while taking into account differences in cultural capital, resources, and the distinctive identities of each community. The findings led to the proposal of the Integrated Communication Ecology Model for Advancing Sustainable Thai Wisdom and Herbal Wellness Tourism, which reflected the interconnections among leader competencies, community capital, communication processes, and networks in continuously promoting wellness tourism.