Roles of Local Newspaper in Lampang to Promote Sustainable Tourism

Abstract

                  The article titled “Roles of Local Newspaper in Lampang to Promote Sustainable Tourism” is resulting from a research of the same subject. The research aims to study how the contents related to tourism are presented in different Lampang local newspapers. This study applies quantitative approach and uses roles of media and sustainable tourism as a framework.
                  The research methodology is to study the four highest circulated local newspapers in Lampang which are the Kon Muang Neua (published weekly, focus on criminal news), the Mang Moom (published weekly, focus on criminal news) the Lanna Post (published weekly, focus on economic, political, social and criminal news) and the Lampang News (published biweekly, focus on criminal news) published during January to June 2018, totally six months. The study reviewed all published news, articles and news photos associated with tourism in all pages; the amount presented; formats; and types. The analysis is in pieces and square inch.
                   The study reveals that all four local newspapers reporting on tourism, calculating at 3.88% of all contents. "Articles" are presented the most and followed by "photos" and "news" respectively. Regarding the presentation of content, the first category (general information) is presented the most with 59.68%, followed by the fifth category (tourism management by government agencies) 17.68%, the second category (knowledge on tourism sites) 16.49%, the sixed category (tourism management by civil society) 4.24% and the fourth category (impacts of tourism) 2.81%. However, the content of the third category (benefits of tourism) does not exist.
                   Compared to the other three local newspapers, the Lanna Post has the best ratio in presenting contents associated with tourism; and has highest amount in presenting articles on the front page. These performances of the Lanna Post are the direct results of its policy in not focusing only on criminal news, unlike other local newspapers.
                   Recommendation from the study is that the local newspapers should increase the presentation on tourism in all categories with a proper balance. This is to promote sustainable tourism for Lampang.