Identity and Communication strategy of Logo and slogan to promote OTOP Nawatwithi community-based tourism: a case of Ban-kangsadao,Thung Mahajareon Sub-district, Wang Nam Yen District, Sa Kaeo Province.

Abstract

                The research has 2  objectives: 1) to study an identity of Ban-kangsadao, Thung Mahajareon Sub-district, Wang Nam Yen District, Sa Kaeo Province and 2) to set communication strategy of logo and slogan to promote OTOP Nawatwithi community-based tourism of Ban-kangsadao,Thung Mahajareon Sub-district, Wang Nam Yen District, Sa Kaeo Province.  The qualitative data collecting techniques used in this study are comprised of documentary analysis, observation, workshop and community forum by with Subdistrict Administrative Organization, community leaders, and small and micro community enterprises representatives to extract community identity and communication strategy of logo and slogan that can promote OTOP Nawatwithi community-based tourism, while common theme analysis is brought to analyze data derived. The main results are as the following:
                1. The extraction of community identity are comprised of  three dimensions: 1) the 3 distinguished landmark; Khlong Pra Sathung, the Shrine of  Khao Noi, and Wat kangsadao, 2)  the top 5 famous acitivities; “Baai Sri Sùu Kwan ceremony” or Thai blessing ceremony,  the Khao noi  worship ceremony, the show of  glongyaao or Tom Tom parade and Ponglang band show, rafting activity at Khlong Pra Sathung, and photo-taking activity with grand water turbine at Khlong Pra Sathung, and 3) the top 5 traditional Thai food recipes of Ban-Kangsadao; steamed fish in bamboo tube or Pla-larm, braised chicken in Thai aromatic paste or gai dtai naam, thai steamed curried fish with bamboo shoots or haw mok nor mai, spicy banana blossom Thai style salad or yam hua plee and Thai bamboo shoots dessert .
                2. Communication strategy of logo and slogan to promote tourism of Ban-kangsadao are comprised of 2 parts: 1) communication strategy to convey meaning of community  identity through logo with 3 components: colors component; green, yellow, blue and brown, images component; bamboo tree, turbine, rafting boat which are encompassed with green circle, and golden one, and message component that emphasizes the village name “Kang sadao” in order to be consistent with the meaning of slogan “Grand Turbine, Clear Waterfall, Forceful Spirit, Happy Trip at Kangsadao” and 2) communication strategy to use logo and slogan in every contact points both internal and external community in order to promote Ban Kangsadao tourism management consistently and continuously.

Article history : Received 25 October 2018
                              Revised 1 April 2019
                              Accepted 4 April 2019
                              SIMILARITY INDEX = 0.00