Participatory Communication in the Cultural Tourism Communities: Maekampong Village, Chiang Mai Province and Na Ton Chan Village,Sukhothai Province

การสื่อสารแบบมีส่วนร่วมในชุมชนท่องเที่ยวเชิงวัฒนธรรม: หมู่บ้านแม่กำปอง จังหวัดเชียงใหม่ และหมู่บ้านนาต้นจั่น จังหวัดสุโขทัย

Abstract

This research  has  objectives of 1) Studying about process of  participatory communication in the cultural tourism community, Mae kam pong Village, Chiang Mai Province and Na Ton Chan Village, Sukhothai Province; 2) Comparing process of participatory communication of both cultural tourism communities; 3)Development guidelines for participatory communication of cultural tourism community. This piece of work is a qualitative research using in-depth interviews, focus group discussion and   participation observation in Mae kam pong Village, Chiang Mai Province and Na Ton Chan Village, Sukhothai Province

The results of the research is divided into 3 period, is the start period, operation period and the period to maintain. It was found that: 1) participatory communication process in cultural tourism community, Mae kam pong Village, in the starting period, the researcher used informal communication, having direction of communication in type of communication from top to bottom. Contests are emphasis on making income and development of public utilities. During operation period, the researcher used formal communication and informal communication. The communication has direction in horizontal and top to bottom directions. In maintenance period, the researcher used group communication, having multi-direction. Contents are emphasis on solving of outsider capitalists. In cultural tourism community, Na Ton Chan Village, in the starting period, the formal used was informal communication, top to bottom; the contents emphasized making income from OTOP products; In operation period, using formal and informal communication, horizontal and top to bottom; in maintenance period; using group communication, multi-direction, contents emphasized problem solving in the community; 2) Comparing participatory communication, it was found that formal and communication direction of communities were the same; there were different contents in tourism community; Mae kam pong Village, in the starting period, emphasis was on making income and development of public utilities; in maintenance period, emphasis was on solving problems of outsider capitalists of tourism community,  Na Ton Chan Village, in the starting period, the emphasis was on development of woven fabric put into clay mud which was OTOP product of the community. In the maintenance period, emphasis was on solving problems inside the community and 3) Guidelines for development of participatory communication of cultural tourism community should be divided into three phases as follows: phases 1, Communication for giving information, used the informal communication format, having direction in type of top to bottom; phases 2 consultative communication with villagers. Communication format was in type of formal communication and informal communication, having horizontal direction and bottom to top; phases 3 Group communication has multi-direction, decentralizing the communication to every villager in the community so that villagers will participate in communication.