A Study need for Development of Tourism Public Relations Media for Sustainability for Hua Wiang, Sena, Phra Nakhon Si Ayutthaya

Abstract

This study aimed to: (1) examine the needs for developing tourism public relations media for sustainable community tourism in Hua Wiang Subdistrict, Sena District, Phra Nakhon Si Ayutthaya Province, and (2) identify approaches to promote tourism in the Hua Wiang community. Data were collected from a sample of 150 tourists, villagers, and entrepreneurs using a simple random sampling method. The research findings indicate that most respondents prefer interpersonal communication media such as discussions, debates, and lectures. Simultaneously, modern media platforms like Facebook and YouTube were the most popular, reflecting that digital technology has become the primary channel for disseminating tourism information. In contrast, traditional mass media, including newspapers, radio, and television, were used significantly less. The study also found that demographic factors such as gender and age did not affect the demand for developing public relations media. Furthermore, a qualitative analysis revealed that effective public relations should feature clear content, use easy-to-understand language, be concise, and genuinely encourage community participation.