STRATEGIC COMMUNICATION PLAN FOR ENHANCING CREATIVE TOURISM POTENTIAL IN CHANTHABURI PROVINCE

Abstract

This mixed-methods research aims to develop a strategic communication plan to enhance the creative tourism potential of Chanthaburi Province, Thailand. Qualitative data were gathered through in-depth interviews with 31 key stakeholders, including government officials, academics, private-sector representatives, and local community leaders, as well as comprehensive document analysis. Quantitative data were collected via surveys from 400 Thai tourists. The findings highlight an overwhelming tourist demand for authentic, distinctive, and immersive community-based learning activities. Consequently, the study identified six core developmental areas, leading to a robust communication plan encompassing five strategic dimensions: establishing participatory management networks, adding value to natural and cultural resources, innovating modern marketing approaches, integrating regional tourism linkages, and enforcing stringent safety standards. This proposed communication framework offers a highly adaptable, actionable roadmap for policymakers and local communities. By leveraging integrated marketing communications and specific destination branding, the implemented plan effectively promotes sustainable economic growth, preserves indigenous cultural heritage, and successfully elevates Chanthaburi as a premier, world-class destination for high-value creative tourism experiences.