Innovative communication process to create cultural tourism in Samut Songkhram province in the media convergence era


  • wiroj srihirun College of Communication Arts, Suan Sunandha Rajabhat University
  • Suwimol Apapol
  • Punrapha Praditpong


 This research aims to study the innovative communication process for creating cultural tourism and the ability to upgrade Samut Songkhram province to be a national tourism based on the innovative communication process. It is qualitative research. An in-depth interview with a sample of Samut Songkhram residents was used. Community leaders or representative tourist academics in communication and tourism, totaling 42 people. Data was analyzed using interpretations to present it in a descriptive and analytical manner. The results of the research were as follows: 1) The majority of the respondents felt that the overall innovation communication process should change the commonly used communication method. It becomes an “innovative communication for tourism” by transforming all elements of communication and merging media together. And innovations that should be emphasized are product-oriented innovations that should use Vlog media, focusing on content recording stories of community lifestyles, and procedural innovations that should focus on communication that tourists participate in, disseminating impressions of their visits through social media online. 2) Samut Songkhram has the ability to upgrade to national tourism. All sectors must work together to integrate the communication process for cultural tourism. The government should allocate the budget fully. The private sector should do business in parallel with innovative communication to develop a trading resource. And the people's sector and the community themselves should adapt to learn modern innovative communication.


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