MAKING THE COMMUNICATION POLICY AND PLAN FOR PROMOTING SUSTAINABLE TOURISM BY NAN PROVINCIAL ADMINISTRATIVE ORGANIZATION

Abstract

This research aims to study: 1) The problems and communication needs for promoting sustainable tourism by the Nan Provincial Administrative Organization, 2) The development of communication policies for promoting sustainable tourism by the Nan Provincial Administrative Organization, and 3) The approaches for developing a communication plan for promoting sustainable tourism by the Nan Provincial Administrative Organization. The research utilized a sequential mixed-method approach, beginning with qualitative research, where 40 key informants were selected using purposive and snowball sampling. Data were collected through structured in-depth interviews and analyzed to draw conclusions. Subsequently, quantitative research was conducted with 400 participants, based on Yamane’s formula, using a questionnaire and simple random sampling, with data analyzed through statistical software. The research findings showed that: 1) A lack of a core network, outdated information, and communication channels that do not meet the needs of the target audience. There is a need to establish a core network with participation from all sectors and continuous evaluation. The quantitative research further confirmed that the dissemination of information to tourists is an urgent issue, with the highest average scores for both the problem ( = 1.49) and need ( = 2.46) being consistent with each other. 2) Communication policies focus on clear coordination within the network and the development of modern communication content to meet the needs of tourists. 3) The communication plan development includes seven key components: Vision to focus on sustainable tourism communication, Mission to create a collaborative network, Objective to promote knowledge and change attitudes, Strategy to produce quality content and use diverse media, Action Plan to promote collaboration through activities, Evaluation to measure awareness and behavior, and Indicators to assess effectiveness using both quantitative and qualitative method to measure effectiveness.