Communication model for promoting tourism on Thai Lanna cultural conservation

Abstract

The aims of this research were to: 1) study the conditions and the problems of communication for promoting on Thai Lanna cultural tourism conservation in the area of the four provinces in the upper part in the north of Thailand in accordance with The Act of National Tourism 2008 and The National Tourism Management Plan 2012- 2016; 2) design the communication model for promoting tourism on Thai Lanna cultural conservation in the area of four provinces in the upper Northern region 1 of Thailand in accordance with The act of National Tourism 2008 and The National Tourism Management Plan 2012-2016; and3) evaluate the communication model for promoting tourism on Thai Lanna cultural conservation in the area of the four provinces in the upper Northern region 1 of Thailand in accordance with The Act of National Tourism 2008 and The National Tourism Management Plan 2012-2016. It is a mixed method of qualitative technique and quantitative technique. The qualitative data was collected through In-Depth interviews and observations. The quantitative data was analyzed through the application of descriptive statistic including percentage, the arithmetic mean, standard deviation and variable Pearson's correlation

The results of the study are as follows: the problems of communication for promoting tourism on Thai Lanna cultural conservation in the area of the four provinces in the upper northern region 1 of Thailand in accordance with The Act of National Tourism 2008 and The National Tourism management Plan 2012-2016, the information of The Act of National Tourism, the Information about cultural conservation of Lanna architecture, the Information about cultural conservation of Lanna handicrafts, the Information about cultural conservation of Lanna ceremonies and the information about cultural conservation of Lanna foods were moderate. The perception of information included knowledge-forming process and collaboration from all sectors: government, private and public. The promotion of tourism in architecture required collaborative efforts in organizing events, and the presentations of essentials and significance of Lanna rites. There should be publicity for the Salakphat Festival, as well as the variety in the northern menu selections.

The communication model for promoting tourism on Thai Lannacultural conservation consist of the following: Sender as creator of the message or from whom the message is sent; Message as the actual content or idea for communication; Channel as the medium through which communication takes place, i.e., Mass Media, in the form of broadcast such as radios, televisions, printed media like newspapers, magazines, billboards, orelectronics media such as computers, as well as specialty media such as catalogues, pamphlets, etc.; and, finally, Receiver as tourists.