DEVELOPMENT OF A PROTOTYPE SUSTAINABLE TOURISM COMMUNICATION SKILLS PROGRAM FOR ENTREPRENEURS IN PHATTHALUNG PROVINCE
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Abstract
This study aimed to 1) examine the characteristics of tourism and tourism communication in Phatthalung Province, 2) synthesize sustainable tourism communication skills for entrepreneurs based on relevant concepts and theories, and 3) develop a prototype sustainable tourism communication skills program for entrepreneurs in Phatthalung Province. This qualitative study employed documentary research to analyze and synthesize relevant concepts, theories, documents, and previous studies for the development of a prototype program. The findings showed that tourism in Phatthalung is grounded in natural resources, culture, local ways of life, local identity, and community-based tourism, while tourism communication involves communicating local values, storytelling, digital media use, and interaction with tourists. The synthesis identified four communication skill areas: 1) content competence, 2) creativity, 3) digital media use, and 4) communicative behavior. These skills were subsequently developed into a four-module prototype program comprising sustainable tourism communication content development, creativity and tourism storytelling, digital media use for sustainable tourism communication, and interaction design and tourist behavior guidance. The prototype program is intended to strengthen entrepreneurs’ abilities to communicate local values and identity, create meaningful tourism content, use digital media appropriately, manage tourist expectations, and promote responsible practices toward natural resources and local communities. As a conceptual prototype, the program will be validated and piloted with the target group in the subsequent phase of the research.
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