Community communication innovation for enhancing eco-tourism potential : A case study of communities in Khlung district, Chantaburi provice

Abstract

PURPOSES: To evaluate basic conditions and to enhance the capacity of community eco-tourism. METHODS: The research adopted qualitative research methodology which collected data by in-depth interview of key informants from public sector/local organization, community operators, community leaders, villagers and tourists as well as observation by the researcher. RESULTS: At present, communication in the communities took place through the press and new media in various channels. Visitors changed from recipients to messengers, communicated the stories, and shared experiences through social media. The communities became a popular tourist attraction in the field of eco-tourism. THEORY/POLICY IMPLICATIONS: New media can be used to enhance the community’s eco-tourism potential by integrating with traditional forms of communication.