THE DEVELOPMENT OF COMMUNITY COMMUNICATION IN BAN NAM CHIAO, NAM CHIAO SUBDISTRICT, LAEM NGOP DISTRICT, TRAT PROVINCE, FOR THE PROMOTION OF SUSTAINABLE TOURISM

Abstract

The objectives of this independent study were: 1) to examine the communication characteristics of the Ban Nam Chiao community, and 2) to propose guidelines for developing communication within the community to promote sustainable tourism. This study employed a qualitative research methodology, utilizing in-depth interviews with 14 key informants, including community members, community leaders, tourists, and experts in communication and tourism. The study also gathered data from relevant documents and analyzed them using content analysis, guided by the conceptual frameworks of communication for development and sustainable tourism.

          The research findings revealed that communication in the Ban Nam Chiao community is characterized by participatory communication, with community members serving as the primary senders. The content focuses on local identity, culture, way of life, and tourism activities, disseminated through both traditional and digital media. However, the study identified limitations in content consistency, integration across communication channels, and strategic communication planning.The proposed guidelines for communication development suggest strengthening community members' communication capacity, establishing systematic two-way communication, improving digital media efficiency, and building collaborative networks among relevant stakeholders. These efforts aim to support community-based tourism and ensure sustainability across economic, social, and environmental dimensions