Future Perspectives on Communication Management for Promoting Tourism in Chachoengsao Province (2024-2027)

Abstract

Purpose: This research aims to examine the communication management strategies employed to promote tourism in Chachoengsao Province from 2567 to 2570 and to elucidate the future perspectives of communication management within the framework of the theory of global unity, encompassing the concept of "one species, one society, one culture, one language, and one religion". Theoretical Framework: This study employs communication theory, theory of management, particularly the POSDCoRB theory, providing a comprehensive framework for contemporary management. Design/Methodology/Approach: This research employs a mixed methods design, combining qualitative insights from focus group discussions with expert opinions gathered through the Delphi Technique. The study focuses on tourism communication management in Chachoengsao Province, utilizing a sample of 91 participants for focus group discussions and engaging 14 experienced professionals in tourism and communication management for the Delphi Technique. The research employs a variety of data collection tools, including interviews, open-ended questionnaires, and closed-ended questionnaires, and utilizes content analysis, median values, and interquartile range calculations for data analysis. Finding: The study findings reveal that 1) Chachoengsao Province boasts a variety of tourist attractions spread across its 11 districts 2) Tourism promotion through integrated advertising and public relations communication management involves various channels, including: (1) Online Channel which are communication initiated by tourists, influencers, and relevant organizations through platforms such as websites, Facebook, and Instagram. (2) Offline channels encompass a variety of traditional methods for promoting tourism, including vinyl banners, billboard advertising, mobile advertising, roadside banners, word-of-mouth, and cultural and traditional heritage events and activities. Research Practical and Social Implication: In the future, tourism communication management in Chachoengsao Province should strategically embrace modern and expansive approaches. This includes implementing contemporary and wide-reaching tourism communication methods, such as: Organizing Online Events, Metaverse Technology, Artificial Intelligence (AI), Virtual Reality (VR) and Augmented Reality (AR) Technologies, Web 3.0 Technology, Customer 360º Technology, Internet of Things (IoT), 3D Printing and Blockchain Technology 3) Experts have the following consensus opinions as in projecting the future vision of tourism communication management in Chachoengsao Province (2024-2027), it is envisioned to be carried out through the concept of oneness, encompassing physical oneness, biological oneness, psychological oneness, and sociological oneness. This will leverage the province's potential across various aspects, including infrastructure, transportation, cultural heritage related to tourism, economic positioning, livability, and the residents' love for their province Originality/Value: In this process, the planning stage is crucial, requiring clarity and precision. Additionally, effective tourism communication management in Chachoengsao Province will rely on an understanding of political strategies, laws, regulations, and alignment with the opinions of the local population. Two-way communication channels, especially online platforms such as websites, social media (Facebook, Instagram, Twitter, LINE OA, TikTok, Pantip, LinkedIn, YouTube), and advanced technologies including AI, touchless payment systems, and smart tourism concepts.