COMMUNICATION MANAGEMENT FOR TOURISM PROMOTION IN KHIAN SA DISTRICT, SURAT THANI PROVINCE

Abstract

This research aimed to study 1) The communication management process for promoting tourism in Khian Sa District and 2) The communication management models for promoting tourism in Khian Sa District. This study employed a qualitative research methodology, utilizing in-depth interviews with 16 purposively selected stakeholders. The primary research tool was a structured in-depth interview guide, and data analysis was conducted through thematic conclusion and interpretation. The findings revealed that 1) The communication management process for tourism promotion comprised 3 key stages: 1.1) Policy and communication planning-developed through the collaborative participation of diverse stakeholders from the public sector, private enterprises, and local communities to establish a unified communication strategy; 1.2) Implementation-each stakeholder executed communication activities by the jointly developed plan, employing various media channels such as print media, radio, websites, public signage, and social media. The content emphasized local tourist attractions, routes, cuisine, accommodations, and traveler experiences to inspire visits; and 1.3) Evaluation-feedback was collected from tourists, analyzed, and used during joint meetings to refine the process and develop best practices. 2) The communication management 2 models for tourism promotion emerged: 2.1) Collaborative operations among network partners-involving task allocation based on expertise, guided by agreed policies and plans, with shared content and media design, and budget management aligned with each organization's capacity; 2.2) Joint network meetings-conducted periodically to monitor progress, exchange knowledge, address challenges, and collaboratively formulate developmental strategies. These meetings enhanced operational coherence, minimized redundancy, and improved communication effectiveness for targeted audiences.