The Development of Informative Media to Promote Community-Based Tourism: A Case Study of Local Herbs’ Information at Suan Pa Ked Nomklao Community, Bang Kachao, Samut Prakarn

Abstract

The objectives of this study were:  1) to investigate the community’s challenges and needs for informative media to promote  community-based tourism 2) to develop informative media relating to  local herbs for the purpose of promoting  tourism in the community 3) to evaluate the effectiveness of the developed media using a Participatory Action Research (PAR) method. The participants in this study consisted of 10 members of Suan Pa Ked Nomklao community, 11 stakeholders selected through purposive sampling, and 45 tourists in the community selected through accidental sampling. The research tools used for the purposes of this study were  records gathered and compiled through focus groups and  user’s satisfaction surveys. Furthermore, a narrative data analysis method was  used to analyse the data. The results were then presented using  arithmetic means and standard deviation. The outcomes  of this investigation concluded that:  1)  There was indeed a need for  informative media  in the community to help describe the quality and benefits  of local herbs used in herbal hand & foot spa and in relaxation massage;  2)  The media consisted of graphic images depicting local herbs with their descriptions and benefits declared on each respective image. This media was developed with the tremendous effort and participation of the entire community, which reflected a genuine need for such promotional tools. This project also showcased the general agreement in the community and a shared pride amongst all stakeholders. ;   3)  The results from the satisfaction survey showed a high level of satisfaction by the community members and other stakeholders (at 4.40),  and a high level of satisfaction by the users at 4.34, respectively.