Use of Nakhon Tritrueng Storytelling for Identity Building in Public Relations Work of Kamphaeng Phet Province

Abstract

This research aimed to analyze the story of Thao Saen Pom of Nakorn Tri Trung, Kamphaeng Phet Province, to study the identity of Thao Saen Pom story of Nakorn Tri Trung, and to study media use for public relations in Nakorn Tri Trung. The research used mixed methods, qualitative research by document analysis and in-depth interviews, and quantitative research by sample used are 3 people involved in public relations for Nakorn Tri Trung and 400 Thai Tourists using interviews form and surveys as tools. The statistics are frequency, distribution, percentage, mean and standard deviation. The results found that the legend of Thao Saen Pom has 2 characteristics. A story told by villagers with hidden miracles story along with love between Thao Saen Pom and Nang Usa that ended happily, and a story based on the historical founding of the Ayutthaya Kingdom by King U-Thong with an ideology of patriotism and raised monarchy. Besides, the identity of the Thao Saen Pom story has 2 issues; firstly, both story characteristics are Intangible Cultural Heritage 2019, in the genre of folk literature and languages, and there are various places in Kamphaeng Phet Province based on the legend. Secondly, the use of the story's identity for public relations for Nakorn Tri Trung is publicity on historical legend, publicity for Nakorn Tri Trung's tourist attractions, and publicity for educational institutions. Furthermore, various media used for public relations in Nakorn Tri Trung include mass media, specialized media, personal media, event media, and online media.