A GUIDELINES OF DEVELOPMENT AND COMMUNICATING ON THE BASIS OF IDENTITY OF TOURIST ATTRACTIONS IN THE SPECIAL ECONOMIC ZONE OF CHIANG KHONG’S BORDER, CHIANG RAI PROVINCE

Abstract

The objectives of this study were to investigate the identity of Chiang Khong district, Chiang Rai Province, and present the guidelines of development and communicating on the basis of identity of tourist attractions in the special economic zone of Chiang Khong’s border, Chiang Rai Province, employing selected purposeful sampling. The data was derived by qualitative methods including observation, and group discussion. The results of this study in accord with its objective found the identity of Chiang Khong district in Chiang Rai province considerably divided into three parts consisting of the history, ecological landscape, and culture of Chiang Khong. The results of the development and communicating on identity of tourist attractions in the special economic zone in Chiang Khong’s border, Chiang Rai Province found that 1) the communication by word-of mouth marketing through social media such as Facebook, Instagram, Twitter, web blogs (PANTIP), etc. 2) the use of strategy implementation to event marketing in order to present the pattern of Chiang Khong's Tourism Calendar.3) the communication through identity values of Chiang Khong to create public relational news entails, positioning of the identity value which separated into three points consisting of community cultural tourism, eco-tourism and Buddhist tourism, and 4) the communication through tourism channels as mainstream media such as television tours with a lot of followers under the theme of “Chiang Khong”: The City