COMMUNICATION ELEMENTS IN “BAEK KLONG TIEW” FACEBOOK PAGE: DIGITAL TOURISM COMMUNICATION STRATEGIES FOR SUSTAINABILITY

Abstract

Introduction:  In the digital age, travel pages have become the primary mechanism for conveying narratives and identities of destinations. “Baek Klong Tiew” is a page that excels in storytelling through images and text, reflecting tourism communication trends that emphasize experiences and cultural values. Objectives: 1) To analyze communication components appearing in the “Baek Klong Tiew” page according to Dell Hymes' ethnography of communication concept and 2) to study the alignment between communication components and sustainable tourism communication strategies in the digital age. Method: This qualitative research employed descriptive analytical content analysis. Data were selected from 76 posts on the “Baek Klong Tiew “Facebook page between January - December 2024 using purposive sampling. Data were analyzed using Dell Hymes' SPEAKING Model framework. Results: The “Baek Klong Tiew” page demonstrates communication components that reflect sustainable tourism strategies across multiple dimensions. In terms of setting, seven types of tourist destinations were presented, emphasizing nature and culture (60.6%). Regarding purposes, the focus was on providing destination information (44.7%), travel experiences (33.1%), and recommendations/planning (22.2%). For act sequences, directive (38.2%), informative (35.5%), and expressive (26.3%) functions were used. The tone was friendly and natural (46.1%). Instrumentalities included both verbal (62.3%) and non-verbal (37.7%) language. Norms emphasized cultural respect and environmental conservation. Conclusion: Communication components in the “Baek Klong Tiew” page align with sustainable tourism communication strategies in the digital age through supporting economic, socio-cultural, and environmental dimensions. This study demonstrates that travel pages can serve as crucial mechanisms for driving sustainable tourism through effective digital communication.