TAT Communication Policy and the Adaptation of Communities in Phang Nga and Trang Provinces to Discover Thainess Campaign
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Published:
Dec 18, 2019
Keywords:
Communication policy Local communication Community adaptation TAT
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Abstract
This article examined how the Tourism Authority of Thailand (TAT) communicated the Discover Thainess campaign to communities in Phang Nga and Trang provinces and how local communities reacted to the campaign. Findings revealed that TAT communication process consisted of three steps: (1) TAT’s headquarter in Bangkok sent the Discover Thainess campaign to TAT regional office; (2) a regional campaign was developed to be used as a framework in formulating tourism activities and promotional programs; the regional campaign was passed on to local offices; (3) TAT local offices in cooperation with local residents designed tourism programs to reflect the character of each community, based on local resources and capabilities and TAT marketing strategy, and put the programs into action.
In terms of communities’ reaction it was found that communities in Phang Nga and Trang responded positively to tourism under the Discover Thainess campaign. They joined hand in preserving and revitalizing local traditions and culture to be further showcased to visitors. People took pride in their hometowns and voluntarily took part in community activities while helping with tourism management and communities’ adaptation to changing environment.
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References
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Interviewees:
Atgrab, W. Secretary of Bohin Farmstay Tourism Group. 8 April 2018.
Banditsewanakul, P. Committee Member of Old City Conservation Project. 8 April 2018.
Boonyanuwat, R. Advisor of Taladyai Community. 15 April 2018.
Cholakit, P. Senior People of Samchongnua Community. 24 April 2018.
Eiabsakun, E. Deputy Chairman of Taladyai Community. 16 April 2018.
Hempisanwiwat, L. Tradesman in Tabtiang Community. 8 April 2018.
Jitprasan, P. Chairman of Taladyai Community. 15 April 2018.
Jitsopha, J. Marketing Officer Level 3 of TAT Phang Nga. 8 April 2018.
Naruepornmatee, B. Chairman of Bohin Farmstay Tourism Group. 8 April 2018.
Neeranatnaridome, J. Chairman of Society Baba The Andaman Coast. 15 April 2018.
Nuchitsiripattra, P. Deputy Chairman of Trang Chamber of Commerce. 8 April 2018.
Oncharoen, Ch. Director of TAT Phang Nga. 3 April 2018.
Poodproh, J. Committee Member of Prujud Community Promotion of Women's Profession Group. 6 May 2018.
Sairaya, A. Owner of Homestay in Samchongnua Community. 24 April 2018.
Sananchatwanit, Y. Owner of Traditional Madicine Shop. 8 April 2018.
Siripokkapat, N. Director of TAT Trang. 11 May 2018.
Sumalee, S. Village Headman of Samchongnua Community. 24 April 2018.
Tasniyom, P. Deputy Director of TAT Trang. 18 April 2018.
Dasta. (2017). Kānthō̜ngthīeo dōi chumchon [Community Based Tourism]. Retrieved December 8, 2017, from http://www.dasta.or.th/.
Economy News, INN News. (2017, November 1). Yō̜t rāidai thō̜ng thīeo sip rǣk tō 9.02% [Tourism Income in First 10 months Grow to 9.02%]. Retrieved November 9, 2017, from http://www.innnews.co.th/hq.prd.go.th/plan/download/article/article_20120329105248.doc/.
Jasminta. (2016, July 14). Phū wā thotthō̜ pœ̄t yutthasāt phǣnkān talāt thō̜ngthīaopī sō̜ngphanhārō̜ihoksip phrō̜m chūan thīeo thō̜ng thin Thai [Governer of TAT States Tourism Marketing Plan Strategy 2017 to Invite Tourists Travels in Thai Locality]. Retrieve October 1, 2017, from https://travel.mthai.com/news/.
Jerupun, W. (2008). Patčhai thī mī phon tō̜ kānnam nayōbāi pai patibat: sưksā kō̜ranī nayōbāi kǣtsōhō̜ [Factors Effecting Policy Implementation: A case study of Gasohol Policy] (Master of Arts Program in Political Science, Faculty of Political Science, Thammasat University).
Juthavijitr, K. (2005). Kānsư̄sān phư̄a kānphatthanā thō̜ngthin (Phim khrang thī sām) [Communication in Rural Development (3rd ed.)]. Nakhonpathom: Petchkasem Printing.
Kaewthep, K., Sathapitanont, P. & Kanpai, K. (2000). Mō̜ng sư̄ mai mō̜ng sangkhom mai [Look New Media and Look New Social]. Bangkok: Edison Place Product.
Kanawong, T. (2016). Samritthiphon kānprachāsamphan phư̄a songsœ̄m kānthō̜ngthīeo khrōngkān sipsō̜ng mư̄ang tō̜ng hām phlāt khō̜ng Kānthō̜ngthīeo hǣng Prathēt Thai [Achievement of the Tourism Authority of Thailand Used Public Relations in Promoting 12 Hidden Gems for Tourists] (Master of Arts Program, Faculty of Mass Communication, Thammasat University).
Ladavalya Na Ayuthya, S. (2015). Konlayut kānsư̄sān ʻattalak thō̜ngthin thī patha kap krasǣ lōkāphiwat phān phư̄nthī khō̜ng kāfǣ [Communication Strategy: THE Facing of Local Identities and Globalization in Coffee Sphere] (Master of Arts Program, Faculty of Mass Communication, Thammasat University).
Mallikamas, P. (2011, June 22). Prǣrūp watthanatham thō̜ngthin yāngrai haidai ngœ̄n lān [How to Change Local Culture for Have Millions]. Retrieved March 13, 2018, from http://www.tcdc.or.th/articles/business-industrial/16302/.
Meena. (2017, June 18). Thō̜ngthīeo mư̄ang Thai kēkai satai lưksưng [Discover Thainess 2017]. Retrieved November 9, 2017, from https://40plus.posttoday.com/eatandtrip/.
Mingrujiralai, N. (2018, January 22). Thai būm tūmtām [Very Popular Thailand]. Retrieved June 14, 2018, from https://www.thai rath.co.th/content/1182682/.
Ministry of Tourism and Sports. (2014). Yutthasāt kānthō̜ngthīeo Thai Phō̜.Sō̜. sō̜ngphanhārō̜ihāsippǣt sō̜ngphanhārō̜ihoksip [Thailand Tourism Strategy 2015 - 2017]. Retrieved November 9, 2017, from https://www.mots.go.th/.
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Pongsakornrungsilp, P. (2014). Kānčhatkān kānthō̜ngthīeo chumchon yāng yangyư̄n: kō̜ranī sưksā bān khōk khrai čhangwat Phangngā [The Management of Sustainable Community - Based Tourism: The Case of Ban Kokekrai, Phang Nga Province] (School of Management, Walailuk University).
Pongsuwan, P. (2009, September 30). Khantō̜n kānnam nayōbāi pai patibat [Step of Policy Operation]. Retrieved July 21, 2018, from https://www.gotoknow.org/posts/301995/.
Pongwiritthon, R. (2013). Nǣothāng kānphatthanā kānthō̜ngthīeo chœ̄ng watthanatham chon phao phư̄a khwāmyangyư̄n [Guidelines for Sustainable Tribe Cultural Tourism Development] (Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna, Chiangmai).
Praveet Elearning. (2017). Laksana khō̜ng ʻutsāhakam læ thurakit thō̜ngthīeo [Characteristic of Tourism Industry and Business]. Retrieved November 13, 2017, from http://praveetelearn ing.com/elearning/.
Royal Thai Embassy, New Delhi. (2015). Kānthō̜ngthīeo withī Thai Discover Thainess sō̜ngphansiphā [Discover Thainess 2015]. Retrieve July 16, 2018 from http://newdelhi.thaiembassy.org/th/2015/.
Sittiphan, R. (2009). Kānsư̄sān kap kānsāng kānmī sūanrūam læ kānčhatkān panhā kānkat so̜ chāifang thalē: kō̜ranī sưksā chumchon bān khun samut Čhīn čhangwat samut prākān [Communication and improving community participation and management on erosion: case study of Baan Khun Samutchine, Samutprakarn] (Master of Arts Program, Faculty of Mass Communication, Thammasat University).
Songtip, K. (2014). Kānmī sūanrūam nai kānčhatkān kānthō̜ngthīeo chœ̄ng ʻanurak khō̜ng prachāchon kō̜ranī sưksā talātnam wat takhīan ʻamphœ̄ bāng krūai čhangwat nonthaburī [People’s Participation in Conservation Tourism Managemaent: A Case Study of Wat Takien Floating Market, Bangkruay District,Nonthaburi Province] (Bachelor of Arts, Hotel Studies, Dhurakij Pundit University).
Sridokmai, K. (2016). Nayōbāi kānčhatkān thō̜ngthīeo thī yangyư̄n khō̜ng Kānthō̜ngthīeo hǣng Prathēt Thai: kō̜ranī sưksā ko̜ samui [Applied Sustainable Tourism Management Policy of the Tourism Authority of Thailand: Case Study - Koh Samui] (Doctor of Philosophy in Public Administration, Western University).
Sutthaphakdee, P. (2016). Nǣothāng kānphatthanā nawattakam phư̄a kānbō̜rihān čhatkān kānthō̜ngthīeo khō̜ng chumchon rim kwānphayao [Innovative Management of Local Tourism at Phayao Lake, Thailand] (Master of Business Administration, Faculty of Commerce and Accountancy, Thammasat University).
Suwanpayom, K. (2013). Kānsư̄sān bǣp mī sūan rūam phư̄a kānčhatkān thō̜ngthīeo chœ̄ng watthanatham kō̜ranī sưksā chumchon bānnō̜ngkhāo ʻamphœ̄ thamūang čhangwat kānčhana burī [Participatory communication for cultural tourism management case study: Ban Nhong Khao Thamaung district Kanchanaburi] (Master of Arts Program, Faculty of Mass Communication, Thammasat University).
TAT Phang Nga. (2018). Sipsō̜ng plus nưng chumchon pak mut yut čhai wai thī Phangngā [12 Plus 1 Communities in Phang Nga]. TAT Phang Nga.
TAT Review Magazine 1 /2015 Publication Department (2015). Sō̜ngphansiphā Discover Thainess / thō̜ngthīeo withī Thai sō̜ngphanhārō̜ihāsippǣt [2015 Discover Thainess]. Retrieved November 9, 2017, from http://www.etatjournal.com/.
TAT Trang. (2017). Arō̜i det čhet yān kin [7 Delicious Food Area]. TAT Trang.
TAT Trang. (2017). Nǣonōm læ sathānakān kānthō̜ngthīeo Trang [Trends and tourism circumstances in trang province]. TAT Trang.
TAT Trang. (2017). Pǣt sēnthāng sī khāo ʻim bun ʻunčhai nai mư̄ang Trang [8 Blessed Route in Trang]. TAT Trang.
TAT Trang. (2017). Sipsō̜ng chumchon sīkhīeo thīeo daithang pī @ Trang yangkālui [12 Green Communities That You Can Travel All Year]. TAT Trang.
TAT. (2017). Sarup phanǣk lō̜ yut kāndamnœ̄n ngān khō̜ng thotthō̜ pīngoppramān sō̜ngphanhārō̜ihoksipʻet [TAT strategic management and operation annual report 2018]. (TAT).
Thailand CBT Network Coordination Center. (2017). Kānthō̜ngthīeo dōi chumchon [Community Based Tourism]. Retrieved November 9, 2017, from https://thaicommunitybasedtourismnet work.wordpress.com/cbt/.
Thamrongthanyawong, S. (2017). Nayōbāi nǣo khwāmkhit kān wikhro̜ læ krabūankān (Phim khrang thī yīsipkāo) [Public Policy Concept Analysis and Process (29th ed.)]. Bangkok: Sematham Press.
Thansettakij. (2016, January 8). Thō̜ngthīeo Thai pī hāsippǣt tham sathiti mai kōi rāidai thalu pao sō̜ng sō̜ng sām lānlān [Thailand Tourism in 2015 Make New Statistics to Have Income Go Through 2.23 Trillion Baht]. Retrieved December 7, 2017, from http://www.thansettakij.com/.
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Interviewees:
Atgrab, W. Secretary of Bohin Farmstay Tourism Group. 8 April 2018.
Banditsewanakul, P. Committee Member of Old City Conservation Project. 8 April 2018.
Boonyanuwat, R. Advisor of Taladyai Community. 15 April 2018.
Cholakit, P. Senior People of Samchongnua Community. 24 April 2018.
Eiabsakun, E. Deputy Chairman of Taladyai Community. 16 April 2018.
Hempisanwiwat, L. Tradesman in Tabtiang Community. 8 April 2018.
Jitprasan, P. Chairman of Taladyai Community. 15 April 2018.
Jitsopha, J. Marketing Officer Level 3 of TAT Phang Nga. 8 April 2018.
Naruepornmatee, B. Chairman of Bohin Farmstay Tourism Group. 8 April 2018.
Neeranatnaridome, J. Chairman of Society Baba The Andaman Coast. 15 April 2018.
Nuchitsiripattra, P. Deputy Chairman of Trang Chamber of Commerce. 8 April 2018.
Oncharoen, Ch. Director of TAT Phang Nga. 3 April 2018.
Poodproh, J. Committee Member of Prujud Community Promotion of Women's Profession Group. 6 May 2018.
Sairaya, A. Owner of Homestay in Samchongnua Community. 24 April 2018.
Sananchatwanit, Y. Owner of Traditional Madicine Shop. 8 April 2018.
Siripokkapat, N. Director of TAT Trang. 11 May 2018.
Sumalee, S. Village Headman of Samchongnua Community. 24 April 2018.
Tasniyom, P. Deputy Director of TAT Trang. 18 April 2018.