รูปแบบการสื่อสารเพื่อการจัดการการท่องเที่ยวของชุมชนตลาดน้ำยามเย็น อัมพวา

Abstract

The objective of this study is to study (1) communication patterns of Amphawa’s community members in managing tourism system of Evening Floating Market in Samut Songkram and (2) the impotance of a community leader who systemize Amphawa’s Evening Floating Market. A qualitative method with in-depth interview and was applied to collect data include non participation observation.

The results of the study are as follows :

1. Communication Patterns in managing tourism system (1) Searching of community story by socializing and assembling with community members; (2) Discussing and polling among community members in order to find a new tourist attraction; (3) Conducting communication activities through “The real spirit” by associating with community members and the media; (4) Managing communication activities via “Fireflies Agenda”, which emphasizes on media communication on Fireflies PR activity; (5) Constructing full communication system from words of mouth to the Internet; (6) Communicating to solve a problem accentuating assembly, meeting, community magazine “Mon Rak Mae Klong”; (7) Formulating communication system via conservative activities which make tourist realize in the tourism protection; and (8) Promoting the international brand “Amphawa Brand” to build the standard of Amphawa’s products.

2. Community leaders play a key role in encouraging members to participate in Evening Floating Market and also act as a consultant and a publicist to welcome tourists to the market. Community leader also communicated new ideas to the community and coordinates with outside partners.