Strategic development model of communication channels to strengthen the secondary destination image: A comprehensive research study of Ratchaburi, Thailand

บทคัดย่อ

This study investigates the role of communication channels in shaping the
secondary destination image of Ratchaburi Province, Thailand. The research
examines the expectations, perceptions, and demographic characteristics of
Thai tourists, comparing pre- and post-experience insights to determine the
most influential communication channels. Utilizing a mixed-methods approach,
the study integrates quantitative analysis through a questionnaire-based
survey (n = 400) and qualitative insights from stakeholder interviews (n = 10).
Key findings indicate that while demographic characteristics have minimal
influence on initial expectations, they significantly impact post-experience
perceptions. Additionally, a strong correlation exists between perceptions and
repeat visitation likelihood. A comprehensive SWOT analysis provides an in
depth strategic perspective, assessing strengths, weaknesses, opportunities, and
threats from both tourists’ and stakeholders’ perspectives. These insights inform
the CREATIVE model, a strategic framework comprising 8 key components
designed to enhance destination branding and optimize communication
strategies for secondary destinations. This research offers a practical guide for
policymakers, tourism boards, and local businesses in developing effective
communication strategies, ensuring Ratchaburi strengthens its competitive
positioning. The study acknowledges limitations, including the need for
broader stakeholder perspectives, challenges related to seasonality and external
disruptions such as pandemics, and the necessity for sustained studies to assess
long-term branding effectiveness. The originality of this study lies in its holistic
strategic development model, integrating community engagement, cultural
preservation, sustainable tourism practices, economic development, and
cultural exchange, contributing to the long-term competitiveness and resilience
of secondary tourism destinations.