STRATEGIES OF PUBLIC RELATIONS FOR TOURISM IN KANCHANABURI PROVINCE TO SUPPORT THE ASEAN COMMUNITY

Abstract

The objectives of this research are to examine and analyze the strategies for public relations on tourism of Kanchanaburi province in preparation for joining the ASEAN Community. The researcher employed the qualitative research method for this study. Research data were collected by analyzing published documents from information dissemination sources and in-depth interviews of key informants from both the public and private sectors who are involved with public relations on tourism of Kanchanaburi province. The research findings reveal that strategies for public relations on tourism of Kanchanaburi province in preparation for joining the ASEAN Community are based on and in accordance with policies set by the central government offices that supervise the provincial offices in Kanchanaburi province. The strategies for public relations comprised the following strategies: (1) the public relations strategy directed at the target groups within the organization; (2) the strategy for creating the image of tourism in Kanchanaburi province; (3) the strategy for using the public relations media; (4) the strategy for public relations on issues concerning the environment, society, community way of life, and culture; (5) the strategy for achieving international recognition; and (6) the strategy for coordination and integration with allied work agencies.