DEVELOPMENT OF A PUBLIC RELATIONS MEDIA MODEL FOR TOURISM ALONG THE CANAL, LAT KRABANG DISTRICT, BANGKOK
DOI:
https://doi.org/10.14456/nrru-rdi.2021.65Keywords:
Public relations model, Tourism along the canal, Lat krabang districtAbstract
The studied and developed of tourist attractions in order to income by increasing publicity as a tool to attract interest. Therefore, this mixed methods research project had the objectives to study a model and develop a public relations model for tourism along the canal in Lat Krabang District, Bangkok. A convenience sample of 400 people was identified. A questionnaire with a reliability value of 0.85 was administered. Data collection occurred locally and analyzed with basic statistics. For informants in the qualitative research component, the researcher chose purposive of including 20 stakeholders and five experts. Two structured interview forms were used to collect data with in-depth interviews and focus group discussion, so that to a content analysis. The results showed that the canal residents and others had the opportunity to learn of life along the canal that a traditional identity from following Facebook. They want to travel with friends by boating to see nature, culture, and agriculture. They focus on stories; images and this phenomenon is popular in the summer and would benefit from more public relations information for tourism activities. The guidelines for a public relations media model consists issues: generalization, the uniqueness and highlights, organizing tourism, keeping the environment, social media for public relations, connecting tourist attractions, and enhancing the value of historical identity. In order to increase tourism, the development of four public relations media is needed: Operations, Target group, Content, and Tool. These elements will lead to a selling point that is vigorous and enduring.
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