Community Participatory Communication Innovation to Promote Tourism in Ranong Province.

Abstract

The objectives of this research aimed: 1) at studying the current situation regarding community participation in tourist attractions in Ranong province. 2)finding and analyzing innovations in community participatory communication to promote tourism in Ranong province.    3) developing and creating genuine community participation to promote sustainable tourism in Ranong province. A total of samples of 37 included Ranong people, leaders or representatives of the community, tourists and academics in communication and tourism. Data were analyzed using descriptive interpretations.

          The results showed that most of the samples considered the current situation regarding community participation in Ranong tourist attractions that the community's communication between people in the community was at slightly good level. There was communication for distribution of income thoroughly. Toursim product innovation in Ranong referred to emphasis on the activities that the tourists should not miss when travelling to the area or “The Must in Ranong” i.e., soaking in the mineral water. It was also recommended that the location be modified to meet the international standard, including process innovation which required tourists’ enthusiasm for participating in exchanging their impression after visiting the province through online social network such as Facebook, YouTube, Instagram, Twitter. For example, the campaign of “Happy Travelling, Soaking in Ranong Mineral Water’ should be launched.

            Positional innovation should focus on communication about meeting the needs of tourists to access new services. easily and quickly by setting up groups on social media such as Facebook and Line with the group's name "Rak Ranong" and create a shift from large mass media to more specific groups. Paradigm innovation should focus on communicating that taking a hot spring bath in Ranong is one of the most important things in life. Also known as “Bucket List”. Social innovation should be communicated in a manner that “everyone at Ranong is a winner and the tourists received good service, have fun, relax and have new experiences and the Ranong people also received friendship, having discussed and exchanged views and opinions and earning income from tourism to improve the quality of life of people in the community.