Communication Strategies for the Conservation of Tha Rae Community Identity Sakon Nakhon Province

Abstract

The purpose of this research was to study communication strategies to inherit the identity of Tha Rae community. Sakon Nakhon Province is a qualitative research. Gather research data through related documents and research. in-depth interview,observation, group discussion.Provide key information that has a stake in maintaining the identity to remain in the community, totaling 17 people. The study found that Elements of Strategic Communication Must study these issues, which consist of 1) situations 2) objectives 3) supporting information in planning 4) goals 5) audiences 6) key messages at the heart of communication 7) strategies and appropriate methods then lead to Creating a communication strategy to preserve the identity of the Tha Rae community Sakon Nakhon Province through the TOWS Matrix tool in 4 ways as follows 1) Proactive strategy is to bring the identity of the community that is presented through modern communication channels. in order to effectively reach the audience This research uses communication through print media and e-books. 2) The corrective strategy is that there should be a workshop on the use of modern communication tools to communicate knowledge about community identity to messengers. transmitted to the new generation of youth in the community to reduce the gap between the generations of the group and is a way to pass on a good identity. 3) Preventive strategy is to manage the participation of the community in collecting existing identity information to cover all aspects in order to use the identity information in public forums such as travel agency planning meetings. government sector or tourism communication strategy formulation of private sector agencies Integrate community identity information between sectors in the same direction. 4) Passive strategy is trying to reduce the intensity of communication between groups of people in different age groups (Generation Gap) with different attitudes, beliefs, values, adjusting attitudes to create understanding. By opening a public forum to exchange ideas between people who have knowledge on the identity of the Tha Rae community. community youth groups and network of government and private agencies adjust to balance To contribute to the understanding of what community identity is facing today. and the upcoming future.