COMMUNICATION MANAGEMENT FOR BUILDING PARTICIPATION IN CONSERVATION OF VATICA DIOSPYROIDES IN KHIAN SA DISTRICT SURAT THANI PROVINCE

Abstract

This research aims to investigate 1) The communication management process for fostering participation in the conservation of Vatica Diospyroides and 2) The communication management models that support community involvement in the conservation effort. A qualitative research methodology was employed, using in-depth interviews with 20 key informants, selected purposively including government officials, local leaders, teachers, religious leaders, and community members, the research instrument was an in-depth interview form, data analysis through drawing conclusions. The findings reveal that: The communication management process consists of four key components: 1) Policy formulation, which emerged in response to the critical threat of species extinction, emphasizing the active role of local residents with contextual knowledge in the management process; 2) Strategic communication planning, which involves clear identification of the message sender, target audience, content, communication channels, and expected outcomes to ensure coherent and effective implementation; 3) Communication implementation, which includes interpersonal communication, online media, training activities, and experiential field learning to promote deep understanding and emotional connection; and 4) Monitoring and evaluation, covering awareness, knowledge, understanding, attitudes, and behaviors of target groups. The evaluation results are used to improve communication effectiveness. The communication management models are classified into two forms: 1) One-way communication, used to deliver knowledge and problem-solving strategies from relevant agencies to the public; and 2) Two-way participatory communication, which provides a platform for genuine community engagement through dialogue, co-planning, collaboration in implementation, and joint monitoring. This approach significantly enhances local understanding and cooperation in the conservation of Vatica Diospyroides.