WATER SPORTS COMMUNICATION OF TOURISM ENTREPRENEURS IN KANCHANABURI PROVINCE

Abstract

This research aims to study the communication process, communication strategies, and guidelines for developing water sports communication of tourism entrepreneurs in Kanchanaburi Province. This research is qualitative. The key informants are 26 people involved in tourism and athletes. The research instruments are structured in-depth interviews. Data collection is done through in-depth interviews. Data analysis is done through creating conclusions and presenting descriptive content. The research results show that in the communication process, entrepreneurs are aware of communication limitations, lack of correct information in English, inappropriate public relations, and inadequate communication about safety. Online platforms are the main communication channel, along with producing content such as short video clips, articles, and reviews from tourists or influencers, along with providing academic information to create correct understanding. They also emphasize communication before and during activities to share experiences to build confidence among tourists. Communication strategies: Entrepreneurs use participatory network strategies between entrepreneurs, communities, and relevant agencies at both the local and provincial levels. They exchange information, introduce customers, and develop skills, including having group leaders to coordinate. Communication of images emphasizes building credibility, safety, and impressive service. In addition, guidelines for developing water sports communication of tourism entrepreneurs in Kanchanaburi Province should include organizing meetings of all sectors to jointly determine guidelines, developing a website that supports multiple languages, creating storytelling, using online platforms with influencers, and creating a community of athletes to exchange information and experiences. In this regard, there should be an annual communication plan, with content-specific personnel, and continuous evaluation to improve communication efficiency