Approaches for printed media development to accomplish social rule and cultural understanding in Lanna culture for Chinese tourists : Case study – Lanna culture tourism development region

Abstract

The purposes of this research were: 1) study the awareness of printed media and communicate with public relation of tourism to create cultural understanding and social rules for chinese tourist 2) study their opinion toward printed media in tourism and   3) create the approaches for developing printed media that provide the information related to culture and social rules in Lanna civilization context for Chinese tourists. The sample groups were Chinese tourists traveled to the Lanna civilization region in Chiang Rai and Chiang Mai province.
The group consisted of 463 people and they were selected by stratified random sampling.  The research instruments were questionnaire, t-test, One-way ANOVA and Chi-Square Test.

1. Types of printed media to support Chinese tourists Awareness of culture and social rules in Lanna civilization context, the researchers found that the printed media that provide the information about social and culture of Lanna civilization were brochure, newspaper, magazine and book. Most of the tourists had never accessed public relations information about Lanna cultures and traditions or the northern provinces of Thailand. The level of understanding of social rules and the culture of Lanna civilization remained at an “unknown” level.


2. Chinese tourists opinion toward printed media in tourism, the researchers found that most of them had acquired Thailand tourism information from websites, word of mount and travel agencies respectively. The opinion toward print media in tourism remained at “agree”(average 3.91) and the clear information board showed the most average (average 4.11), the next below average were the print media in tourism that have the clear illustration (average 4.02) and the print media in tourism that have the interesting and colorful feature (average 3.96).

3. The approach for developing printed media that provide the information related to  culture and social rules in Lanna civilization context for Chinese tourists, The research reveals that the tourists need to have the information through the brochure, information board and poster, in addition, the printed media should be classified in Thai, Chinese and English language separately. The tourist facilitator should provide the guidepost or the signpost to inform about room and toilet in the tourist attraction. Moreover, the print media should have different types of illustrations and should be provided through social media channels such as website, multimedia and We chat.