การสื่อสารในการจัดการการท่องเที่ยวของสถานีเกษตรหลวงอ่างขาง

Abstract

The objectives of the research are to study the communication fortourism management of the Royal Agricultural Station Angkhang and the communication roles of the Royal Project Foundation group and the Royal Agricultural Station Angkhang group for tourism management from the past to the present (1969-2013). The research is qualitative research by using content analysis, observation and in-depth interview as tools to collect data. The target groups of the study are executives and officers of the Royal Project Foundation and the Royal Agricultural StationAngkhang, entrepreneurs and members of the community and supporters comprising Tourism Authority of Thailand, Chiang Mai Office and teacher who is the initiator of Junior Guide Program, for instance. The result shows that (1) the communication for tourism management of the Royal Agricultural Station Angkhang is composed of5 stages: the first stage focused on news of the king’s duties at Angkhang Hill reported by mass media and invitation from officers of the station to their family and friends; the second stage focused on communication by learning activities; the third stage focused on communication by place decoration and communication for promoting community participation by training; the fourth stage focused on proactive public relations strategy by making public relations media and inviting presses; and the fifth stage focused on integrated communication strategy and utilizing internet technology for communication. (2) The communication roles of the Royal Project Foundation group and the Royal Agricultural Station Angkhang group for tourism management are composed of 4 roles. Those are the communication leader, the manager, the media and the information. The communication leader has influences on officers inside groups and involved persons outside groups. Besides, all persons of both groups have the common communication roles that are public relations officer and press relations and information officer for tourists and visitors.