Innovative communication process to create cultural tourism in Samut Songkhram province in the media convergence era
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.
Ambroz, M. (2008).Attitude of local residents towards the development of tourism in Slovenia: The case
of the Primorska, Dolenjska, Gorenjska and Ljubljana regions. Journal of Anthropological
Notebook, 14(1), 63-79.
Bernard M. Feilden, Jukka Jokilehto. (1998). Management guidelines for world cultural heritage sites:
Bhumornsuwan, w. (2005). Changing for the survival of traditional waterfront communities in Amphawa
District, Samut Songkhram province. Bangkok, Doctoral Thesis, Chulalongkorn University. (In Thai)
Chittangwattana, B. (1999). Sustainable tourism development. Chiang Mai: Faculty of Humanities, Chiang
Mai University. (In Thai)
Daengkhao, S. (2014). The government's innovations in communicating the concept of 12 values of Thai
people. (General Prayut Chan-o-cha). Thesis, Master of Journalism, Thammasat University
Duangdee, A. (2012). Awareness of tourists towards the conservation of fireflies in the Amphawa floating
market eco-tourism Samut Songkhram province. Thesis, Master of Social Science, Mahidol
University. (In Thai)
Gale,R.(2005).Sustainable Tourism: The Environmental Dimensions of Trade Liberalization in China. D. Shrubsole and N. Watson (Eds.), Sustaining Our Futures : Perspectives on Environment, Economy and SocietyUniversity of Waterloo , Waterloo, Ontario.
Hunnak, C. (2016). Historical Tourism Development in Samut Songkhram Province. College Management
Innovation, Rajamangala University of Technology Rattanakosin. (In Thai)
Imnaran, N. (2021). Vlog creative elements for tourism communication. Journal of Communication Arts
Review. 25(1), 96-109. (In Thai)
Leslie, D., & Sigala, M. (2005). International Cultural Tourism: Management, Implications and Cases.
McCool S. and Moisey N. (2002). Tourism, Recreation and Sustainability: Linking culture and the
environment. Oxon, U.K.: CABI Publishing.
Office of the Permanent Secretary, Ministry of Tourism and Sports. (2018). Action plan to drive tourism
Development by Sustainable and Creative Communities 2018-2022 and the selection criteria of
communities. (In Thai)
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and
Tourism Management, 36, 12-21.
Rungsrisawad, S. (2015). Development of communication, image and brand of tourist attractions in
Bang Khonthi District, Samut Songkhram Province, based on a creative economy and
sustainable community participation. Office of the National Research Council. (In Thai)
Samut Songkhram province. (2005). Samut Songkhram province, history, art, culture. Chachoengsao:
Prasarnmit printing. (In Thai)
Seba, J. A. (2012). Eco tourism and Sustainable Tourism: New Perspectives and Studies. Canada: Apple
Sothanasatian, S. (2013). Communication Theory. Bangkok, Rabiangthong. (In Thai)
Teerapong, K. (2020). Development of cultural tourism through experience design. The Fine and Applied
Arts Journal. 13(1), 1-15. (In Thai)
Copyright (c) 2023 Faculty of Humanities, Srinakharinwirot University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright of articles in the journal of Journal of Library and Information Science Srinakharinwirot University is the author's and the Faculty of Humanities, Srinakharinwirot University. All articles submitted for publication will be assessed by a group of distinguished reviewers. The Faculty of Humanities, Srinakharinwirot University and the editorial board claim no responsibility for the contents or views expressed by the authors of Individual articles. Copying is allowed freely, provided acknowledgement is made thereof, and within the scope of copyright law.