Community Festival Communication for the Sam Peng Festival: Full Moon of the Third Lunar Month, Lanna Tradition Worshiping Phra That Saeng Chan to Enhance and Create Local Identity for Cultural Tourism Promotion in Suthep Subdistrict, Mueang District, Chiang Mai Province
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Abstract
This research aimed 1) to study the potential of Suthep Subdistrict, Mueang District, Chiang Mai Province; 2) to investigate communication guidelines for community festivals; 3) to produce communication media for community festivals; and 4) to evaluate the communication effectiveness of the Sam Peng Festival: Full Moon of the Third Lunar Month, Lanna Tradition Worshiping Phra That Saeng Chan, with the goal of enhancing local identity and promoting cultural tourism. This study employed a mixed-methods research design, integrating both qualitative and quantitative approaches. The qualitative component involved the participatory engagement of 75 key stakeholders, including community leaders, local entrepreneurs, tourists, academics, and media personnel. Data were collected through focus group discussions using structured discussion guides and analyzed via content analysis. For the quantitative component, data were gathered from 100 conveniently sampled tourists at the festival venue using questionnaires to survey their satisfaction with the community festival communication. Quantitative data were analyzed using descriptive statistics, specifically percentages, means, and standard deviations.
The research findings revealed that 1) Suthep Subdistrict possesses significant potential in natural resources, culture, and traditions, suitable for promoting cultural tourism; 2) communication guidelines for community festivals should focus on integrating local identity through both offline and online media; 3) the design and production of communication media for community festivals comprised both online and offline platforms, utilizing content and formats that reflect the community's unique identity; and 4) the evaluation of tourist satisfaction regarding the usefulness of public relations media showed a mean score of 4.46 (xˉ = 4.46, S.D. = 0.56), indicating a high level of satisfaction.
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