SILPAKORN UNIVERSITY JOURNAL OF SOCIAL SCIENCES, HUMANITIES, AND ARTS, Vol 13, No 1 (2013)

A Comparative Study of the Tourism Industry Development of Suratthani and Nakhonsrithammarat Province in a View of Develop the Innovative of Communications to Promote Tourism

Archarin Pansuk




Abstract


This research aims 1. to compare the study of the tourism industry development of Suratthani and Nakhonsithammrat province ; 2.to study the innovative of communication to promote tourism of Suratthani and Nakhonsithammarat in the future and 3. to study the usage of eleven elephants paradigm to promote the tourism of Suratthani and Nakhonsithammarat province. The research methodology used in this research was mixed method between survey research and applied Delphi technique. The research samples were divided into two following groups. Samples in survey research were 300 samples of Thai tourists, foreign tourists, relevant persons in tourism industry, local people and people living in Suratthani and Nakhonsithammarat province and in Delphi techniques research were 33 samples of tourism and communicative professionals in Suratthani and Nakhonsithammarat province. The statistics used for data analysis were frequency, percentage, standard deviation, t-test, One-way ANOVA, Median and Interquartile range.
The research findings were as follows:
1. The comparative study of the tourism industry development of Suratthani and Nakhonsithammarat province were different at statistical significant. 01 level.
2. The study of communicative innovations to promote the tourism of Suratthani and Nakhonsithammarat province in the future. The findings were as follows : Persuding medias of tourism in high level were Website, Search engine, E-mail Blog/space, Webboard, Chat room, Wikipidia. Persuding media of tourism in medium level were Youtube.
3. Eleven Elephants Paradigm could be applied in promoting tourism of Suratthani and Nakhonsithammarat as follows: 1. The Oneness theory
2. The principle of two-way communication theory 3. The triple matrix of positive communication theory 4. The four kinds of infotimes theory 5. Earth journalism the five principles of the future journalism theory 6. Six functions for worthwhile mass communications theory 7. Seven Sigma of human needs theory 8. Eight steps of integrated organizational communication theory 9. Nine P’s of marketing mix theory 10. Ten social categories of the target audience theory and 11. Eleven principles of corporate communication theory.

Key Words: Tourism Industry Development; Tourism Promotion; Innovative of Communications; Eleven Elephants Paradigm

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