Communications of the Leader of a Model Community for Community Tourism Management


The objective of this research was to study the tourism management communication of the leaders of two communities that were named as model communities for tourism management in the aspects of 1) communication patterns; 2) content; and 3) choice of media for communication about tourism management. This was a qualitative research based on in-depth interviews and focus group discussions with 10 key informants who were community leaders, committee members and group members of communities that were named as model communities for community tourism management, namely, the Sahatsakhan Dino Road Homestay Group in Kalasin Province and the Baan Dohng Homestay Group in Prajinburi Province. The research tool was a semi-structured interview form. Data were analyzed through descriptive analysis. The results showed that 1) For communication patterns, the leaders of both communities mainly used informal, participatory communication. At Baan Dohng Homestay Group the emphasis was on participatory communication with community leaders at all levels and with government agencies, while at Sahatsakhan Dino Road Homestay Group the emphasis was on communicating with villagers through coffee forums in every neighborhood. 2) For content, community leaders of both groups had similar communications content focusing on the unique features of their communities that made them attractive as tourist destinations, especially the local culture and way of life. 3) As for the choice of media, community leaders of both groups used online social media and traditional folk media for communications both within the group and with tourists.

Author Information
Rasika Angkura, Sukhothai Thammathirat Open University, Thailand
Singh Singhkajorn, Bansomdejchaopraya Rajabhat University, Thailand
Haruethai Panyarvuttrakul, Bangkokthonburi University, Thailand

Paper Information
Conference: MediAsia2019
Stream: Advertising

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Posted by James Alexander Gordon