การพัฒนารูปแบบการประชาสัมพันธ์การท่องเที่ยวตามมาตรฐานโฮมสเตย์ไทยในจังหวัดสมุทรสงคราม

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วรรณรัตน์ ศรีรัตน์

Abstract

This research’s objectives were to study public relations model for tourism in accordance with Thai Homestay Standard in Samut Songkhram province and to develop public relations model for tourism in accordance with Thai Homestay Standard in Samut Songkhram province. This research used qualitative and quantitative research methodology. In qualitative methodology, data was obtained by the informal interview with 4 homestay entrepreneurs and the in-depth interview with 14 specialists in public relations. Using quantitative research for check of the results of the qualitative research, population were tourists and people in Samut Songkhram and data was collected by the checklist questionnaire of 383 respondents and analyzed by using frequency and percentage.


The results of this research were revealed as followings:



  1. 1. Public relations model for tourism in accordance with Thai Homestay Standard in Samut Songkhram province : the implementation of public relations was operated without a person who took responsibility directly. Using methods of public relations were mainly published via governmental organizations’ media and channels. The target groups were people of Samut Songkhram, tourists from Bangkok and other provinces, international tourists and group tours. Contents of public relations were homestay’s services, stories of homestay and community. Tools of public relations were the publicity via governmental organizations’ media and channels.

  2. 2. The development of public relations model for tourism in accordance with Thai Homestay Standard in Samut Songkhram province : the implementation of public relations should have a person who takes the responsibility of public relations. The target groups should emphasis tourists who were specifically international tourist and domestic tourists who were appreciated in a local way of life. Contents of public relations should be identity of local community or selling point of homestay, story of cultural history, and community’s way of life. Tools of public relations should be integrated various tools, social media, media or channels which could be review or word of mouth.


For checking the results of research, in overall the samples had opinions as same as the results of qualitative research in contents of public relations and tools of public relations.  

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บทความวิจัย (Research Articles)