public relations tourism of wangsuanbankaew

Abstract

             The purposes of this research were to study: 1) tourist satisfaction towards the public relations media of Suanbankaew Palace, 2) the public relations model of Suanbankaew Palace and  3) the development of tourism public relations model of Suanbankaew Palace. This research was an integrated research between quantitative research and qualitative research, There were two groups of samples including: Group 1 consisted of an Officer, a Director of Office of Arts and Culture and Community Development, Rambhai Barni Rajabhat University, a Cultural Officer from Chanthaburi Cultural Office and a local guide – in total four people. The in-depth interviews were used, then the qualitative data were analyzed using content analysis. Group 2 consisted of 384 tourists. The questionnaire  was used. Then the quantitative data were analyzed using a data processing program. The statistics used in this research were percentage, mean and standard deviation.

            The results revealed that: 1) tourist satisfaction towards the public relations media of Suanbankaew Palace as a whole was at the high level, 2) the public relations model of Suanbankaew Palace showed that the director and all officers of Suanbankaew Palace had responsibility for the improvement and development of public relations model and media relations to be consistent with current with current consumer behaviors and 3) the development of tourism public relations model of Suanbankaew Palace based on the public relations plan by which the public relations policy was determined in order to increase number of tourists in the annual plan and the use of public relations activities by producing various types of medias and using all channels of communication as setting up a plan for media usage by changing the public relators media according to each season in order to actually reach the consumers