การนำเสนอเนื้อหาเพื่อส่งเสริมการท่องเที่ยวอย่างยั่งยืนในนิตยสารท่องเที่ยว

Abstract

This research examines how travel magazines present content related to sustainable tourism by content analyzing three travel magazines: Osotho Nature Explorer and Nee Krung, and in-depth interviews with editors-in-chief and photographers of the three magazines. Sustainable tourism concept and theory of Planned Behavior are used as schemes to categorize the content.
Results indicate that the magazines put more emphasis on presenting sustainable tourism content to enhance tourists experience by pre-exposing them to the beautiful scenery and to the local way of life of cultural attraction sites rather than creating awareness about sustainable of tourism and about the living condition of local people.
The content analysis based on theory of Planned behavior indicates that the presentation of sustainable tourism content is not in line with what suggested by the theory. Most of the content is in support of behavioral beliefs, but not much in support of normative beliefs or control beliefs.
Factors affecting the editors’ choice of the content include the sponsorship, the professionalism of writers and photographers, and the availability of the sources of information such as internet, guidebooks, textbooks and informants, but the editor’s understanding of sustainable tourism do not affect the content. External factors include social climate, the campaign of TAT and readers’ taste.