Social Media Public Relations Strategies to Promote Tourism in Maha Sarakham Province

Abstract

This study aimed to explore public relations strategies through social media to promote tourism in Maha Sarakham Province. This study employed qualitative research, utilizing content analysis for data interpretation, collecting data from
30 tourists in the province using in-depth interviews as the primary instrument. The findings revealed that social media plays a significant role in shaping travel behavior, particularly in the digital age, where authenticity, realism, and user-generated storytelling carry more influence than traditional publicity methods. Therefore, tourism agencies and local communities should adjust their communication strategies to align with the behaviors of modern consumers in order to foster engagement and inspire sustainable travel. From the perspective of tourists, four key strategic recommendations emerged: 1) Public relations strategies that utilize simple and friendly language to facilitate effective communication. 2) Linking tourist attractions with local activities as a means of public relations. 3) Public relations strategies that focus on generating content created by local people. 4) Integrating public relations channels through social media platforms, with a central page or an integrated platform that connects all relevant information.