Enhancing Creative Community-Based Tourism Management Based on the Identity of "Churches, Shrines, Temples, Mosques, and Riverside Lifestyles" in Kadi Chin Area
Article Sidebar
Main Article Content
Abstract
This study aimed to 1) enhance creative community-based tourism products by integrating the unique cultural and historical identities of local communities in Kadi Chin area to increase their tangible and intangible value, and 2) develop effective marketing communication channels to attract target tourists.
A qualitative research methodology was employed, incorporating a participatory approach. Data collection involved two primary methods: 1) documentary research to gather secondary data and 2) in-depth interviews.
18 key informants, including the chairman and committee members of six communities in Kadi Chin area: Kudi Khao, Kudi Chin, Buppharam, Wat Prayurawong, Wat Kalaya, and Rong Kram Communities.
The findings were as follows. 1) The study developed creative tourism products that reflect the cultural identity of the Kadi Chin area and enhanced community-based tourism marketing channels. Key achievements included the creation of the “Peace and Brotherhood” community song series, representing three religions and four beliefs, as well as the production of arts and crafts inspired by these beliefs. 2) Marketing efforts were strengthened through the design of a distinctive community brand, the creation of a map outlining local tourism routes, and the production of a promotional video highlighting the area's attractions, all of which were disseminated via social media platforms to effectively reach target audiences.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
References
Boon-um, R., Panasapsuk, P., Singkhajorn, S., Thianthanom, R., & Praditsong, D. (2020). Marketing Communication Planning for Rai Phumin Real Lemonade Products. in Documents from the National Academic Conference and International Management Science Bansomdejchaopraya Rajabhat University (pp. 198-207). Bangkok: Bansomdejchaopraya Rajabhat.
Euamornwanich, P., & Singkhajorn, S. (2018). Communication and Adaptation Amidst Cultural Differences. Television Culture Journal, 17(2), 167-178.
Fontefrancesco, M.F. (2012). Thirty Years of Multiculturalism and Anthropology. Anthropological Notebooks, 18(3), 59–62.
Jensantikul, N. (2015). Ethnic Diversity with ASEAN Community: Problems and Considerations. Executive Journal, 35(2), 33-45.
Kottak, C.P. (2000). Anthropology the Exploration of Human Diversity. New York: McGrawhill.
Nakseethong, P., & Puttichot, A. (2014). The Dynamics of the Pluralist Society and Diverse Cultures of the People in Koh Lanta, Krabi Province (1979- 2010). Journal of Thai Studies, 10(2), 117-253.
Parekh, B. (2002). Rethinking Multiculturalism: Cultural Diversity and Political Theory. Cambridge, MA: Harvard University Press.
Phewdaeng, S. (2016). Developing the Potential of Creative Community Tourism Mekong Basin Ethnic Groups Project Set for Developing Ethnic Tourism in the Mekong Basin on the Basis of Authenticity to Respond to the Tourism Plans of ASEAN. Bangkok: National Research Council of Thailand (NRCT).
Ruenrom, G. (2013). Corporate Brand Success Valuation. Bangkok: Cyber Print.
Singkhajorn, S., Sudasna Na Ayudhya, P., & Dulyadaweesid, N. (2020) Integration of Creating Shared Value with Thailand Sustainable Development. Sustainable Community Development Journal, 1, 23-26
Sukhamphee, N. (2007). Using Knowledge Brand Image in Creating Brand Value Leading Cosmetic Products in Thailand (Master’ s thesis). Faculty of Communication Arts, Chulalongkorn University. Bangkok.