Thai-Loei Identity in Tourism Communication of Designated Area for Tourism of Loei Province

Abstract

This research aims to study the definition, the elements, the communication pattern of Thai-Loei Identity of Loei tourism organizations among public agencies, private agencies and local communities and the implementation of Thai-Loei Identity to determine Loei tourism communication strategies, which are applicable to theories of Louis Althusser’s Ideology, Louis Althusser’s Identity and Nelson H.H. Graburn’s Cultural Tourism. The methodology applied in this research is a qualitative approach by means of in-depth Interview, focus Group, participation observation using a purposive sampling technique. The eight districts samples, selected by designated area for tourism of Loei Province are Mueang, Chiang Khan, Tha Li, Dan Sai, Na Haeo, Phu Ruea, Phu Kra dueng and Nong Hin and a documentary research.

The findings are as follows:

1. The word “Thai-Loei” is constructed and defined by social institutions including

local communities and government agencies through historical capital, social capital, cultural capital, and traditional capital in order to construct “Thai-Leoi” identity and upheld as social practice and inherited from generation to generation. Thai-Leoi identity has three key elements consist of locals’ lifestyle, culture and traditions.

In tourism industry, the communication patterns of government agencies, private agencies and local communities are consistent in the same direction, emphasizing on the proactive marketing communication to build awareness and motivate tourists’ interest to travelling in Leoi province. The communication channels include printed media and Facebook by using visual and content to publish tourist information of locals including activities and traditions of province on travel calendar.

1. The usage of Thai-Leoi identity in tourism communication strategy of Leoi province

among government agencies, private agencies and local communities are consistent.
For tourism management at community level, local communities select to convey traditional Thai-Leoi identity especially the way of life toward travellers who visit in their areas.   In contrast, both government agencies and public agencies select to convey some identities of communities in tourism activities and provincial traditions but those identities will be adjusted and blended to create the selling proposition for tourism of Leoi province.