USING CHANNEL AND MESSAGE STRATEGIES OF FOLK PERFORMANCE FOR PROMOTING COMMUNITY BASED TOURISM: CASE STUDY OF RAMTONE NOK PHITHID

Abstract

          In carrying out any activity, it was difficult to succeed without communication. It helped to give information and builded awareness in the public. In terms of tourism, it was the same. Communication provided accurate and interesting information for tourists to visit those attractions. However, such communication should be strategically planned; especially, channel, and creative message strategies. This academic article aimed to propose using channel and message strategies to communicate folk performance for promoting community based tourism and the authors had brought up Nok Phithid Dance Folk Performance or Ramtone Nok Phithid of Krung Ching sub-district, Noppitam district, Nakhon Si Thammarat province was presented. It show the use of various channels and message strategies  in communicating to tourists. It was found that the channel of Ramtone Nok Phithid should be communicated in other platforms as well, such as tourism activities media, object or souvenir media through the use of personal media, community media, mass media and new media by presenting message or story about the identity of Ramtone Nok Phithid that was unique and different from others, accessing the needs of the consumer market, providing value creation with specific products by harmoniously combining traditional and modern values.