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Communication for Promoting Tourism by Community Leaders in Chulabhorn Pattana 9, Yala Province, Thailand
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Author(s): Siriwan Jianchatchawanwong (Yala Rajabhat University, Thailand), Jarucha Sintavee (Yala Rajabhat University, Thailand), Satita Kaewlet (Yala Rajabhat University, Thailand)and Thiennaphat Muengluang (Yala Rajabhat University, Thailand)
Copyright: 2025
Pages: 10
Source title:
Sustainable Futures With Life Cycle Assessment in Industry 5.0
Source Author(s)/Editor(s): Kittisak Wongmahesak (Universiti Sultan Zainal Abidin, Malaysia), Fazida Karim (University Sultan Zainal Abidin, Malaysia)and Nititorn Wongchestha (Chongqing Technology and Business University, China)
DOI: 10.4018/979-8-3693-9346-8.ch019
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Abstract
This qualitative research study focuses on the communication strategies employed by community leaders in promoting tourism in the Chulabhorn Pattana 9 Community in Yala, Thailand. The research framework encompasses cultural communication, community communication and sustainable tourism. The primary data were collected from ten tourism leaders through purposive sampling, utilizing in-depth interviews, and observations as research tools. The data analysis revealed that Chulabhorn Pattana 9 Community was initially established by the Thai government as a residence and workplace for the Communist Party of Malaya (CPM) in Thailand, managed by the Chulabhorn Research Institute. Presently, it has evolved into a tourist village and a learning center showcasing the historical perspective of the Communist Party of Malaya. The community leaders in Chulabhorn Pattana 9 Community employ effective communication strategies, which involve community-based and participatory communication among its members.
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