Communication guidelines for building participation in upgrading Songkhla Old Town to a World Heritage City

Abstract

     This research studies communication for engaging participation in elevating Songkhla Old Town to World Heritage status. The objectives are: 1) to study communication processes for participation-building 2) to examine media exposure and information perception about the elevation among people in Mueang Songkhla District 3) to propose guidelines for participatory communication. The methodology employs mixed qualitative and quantitative approaches. The qualitative sample consists of 6 Songkhla Old Town communication team members, while the quantitative sample includes 400 residents of Mueang Songkhla District. Data was collected through in-depth interviews and questionnaires. Qualitative data underwent content analysis, while quantitative data used descriptive statistics.
     Qualitative findings reveal four communication components: 1) community leaders as message senders 2) information related to the old town 3) interpersonal media as the most used channel 4) public participation through opinions and activities. Quantitative findings show Facebook as the most accessed media platform. People better recall familiar information and prior knowledge compared to policy development information. Recommendations include: 1) leaders must serve as community mediators and thought catalysts 2) communication requires mutual understanding between public and community representatives 3) new communication channels should be developed to enable broader participation 4) messages must address community needs and foster ownership 5) support community consultation through various communication activities.