Communication Strategies for Creating Participation in Cultural Tourism: The Context of Thailand

Abstract

        This article aims to analyze the role and mechanisms of communication that influence community participation in cultural tourism management. The research question: What are the communication strategies for creating participation in cultural tourism within the Thai context? The findings reveal that the key communication strategy is the Participatory Ecosystem Strategy. This strategy focuses on creating an ecosystem where in all stakeholders act as co-creators, collaborating under a shared vision. The strategy comprises three main steps. Step 1: Identifying key stakeholders, including: local communities as cultural owners and service providers, entrepreneurs, tour guides, and creators of tourism products and services, tourists as revenue generators, government agencies as supporters of budget and infrastructure, academic institutions as validators of historical and cultural information, and Non-Governmental Organizations (NGOs) and civil society as guardians of environmental and community rights. Step 2: Establishing collaborative mechanisms, which includes creating a central platform for all parties to work together, developing action plans, establishing common rules and standards, building conflict resolution mechanisms, and implementing monitoring and evaluation processes. Step 3: Employing in-depth participatory strategies to ensure effective engagement and meaningful involvement. Policy recommendations include the designation of sub-district and provincial local administrative organizations as the primary agencies to support the advancement of cultural tourism within their areas, encompassing both budget allocation and infrastructure development, to ensure concrete implementation.