Communications for Sustainable Cultural Tourism in the Pilgrimage Route of the Buddha's footprints, Saraburi Province

Abstract

The objectives of this participatory action research were to study 1) current situation and problems of communication process 2) communication forms and communication networks and       3) communication development approaches to promote the Pilgrimage Route of the Buddha's footprints tourism in Saraburi Province. The samples were 34 people participants obtained through purposive random sampling including direct and indirect partners. Research tools involved documentary research, observatory participation, interviews, focus group, and organization of community forum.  To analyze data, induction and content analysis were employed. The findings were as follows: 1) local scholars and community leaders, acting as senders (S) of religion, philosophy, beliefs, and tradition message (M) mostly regarding Buddha’s footprints on basis of mouth to mouth communication (C) with the audience (R) who remained community members, especially adolescents. Problems were found in all SMCR components in the community. 2) forms of communication about the pilgrimage route for the Buddha's footprint referred to interpersonal communication, communication in groups, and communication between groups without clear and official communication networking. and 3) Guidelines on the development of communication to promote the Pilgrimage Route tourism included building communication networks for tourism promotion, providing partner groups and adolescents with necessary workshops, and production of tourism guidebook.