Using digital public relations media in the media convergence era to promote tourism in Samut Songkhram province

Abstract

This research aims to investigate the using digital public relations media in the era of media convergence and promoting Samut Songkhram province tourism to be a national tourist destination. Data were collected using in-depth interview with a total of 37 Samutsongkram residents, community leaders or representatives, tourists, and scholars in the field of communication and tourism as research informants. Interpretation was employed for descriptive data analysis.

          The results showed that most of the informants viewed that Tourists, in particular those in the new generation who find modern and diverse communication preferable may not be attracted enough to digital public relation medias such as websites, Facebook pages, and YouTube. As for the specific characteristics of using the media, it refers to the characteristics of “PR 5+1, namely the tangible medias in 5 types as follows should be applied: 1. Mobile applications 2. Travel route brochure with QR Code. 3. Video media or video introducing tourist attractions 4. A digital media Vlog and 5. Infographic media in compliance with abstract concept of "using creativity for public relation". Besides, each content should be presented through all platforms since media convergence contributes to Samutsongkram tourism promotion. The guidelines on improving medias recommended that it adapt to changing situation of communication technology and tourists' need.       

 Samutsongkram tourism can be potentially promoted to be a national tourist destination depending on all sectors' integration of using digital media for public relation with the concept of "turning secondary city to the primary one". The budget must be well allocated by the public sector whereas the private sector applies more medias to their business for promoting their trade sources. Citizens should adjust themselves to learning new public relation medias because of digital disruption. In creating contents, Vlog for tourism communication with "storytelling by Samutsongkram locals" strategy is accepted to be helpful in reducing sense of distance felt by the audience as the target tourists.