STUDY PUBLIC RELATIONS MEDIA AND DESIGN FOR CHINESE TOURISTS IN THAILAND CASE STUDY BANGKOK PROVINCE

Abstract

The objectives of this research were 1) to study the public relations media for Chinese tourists travelling in Thailand; the population and the sample were Chinese tourists who came to travel in Thailand; the research instruments were semi-structured interview and non-participant observation, and 2) to design public relations media for Chinese tourists travelling in Thailand; the population and the sample were design experts; the research instruments were evaluation scale of experts’ opinions on the Study and Design of Public relations Media for Chinese Tourists Travelling in Thailand: The Case Study of Bangkok. The study was conducted by collecting data from key informants of 10 Chinese tourists from 3 locations: Wat Phra Chetupon Wimol Munkhalaram Ratchaworamahaviharn, Khaosan Road and Asiatique The Riverfront. The samples were selected based on purposive sampling. The research instruments were semi-structured interview and non-participant observation. The developed model of public relations media was assessed by 3 design experts. Data were then analyzed with descriptive analysis to determine mean and standard deviation.

The results of this study indicated that the developed model of public relations media using public relations sign was studied and analyzed. In terms of public relations media design, the results of the evaluation from the experts in designing of public relations media for Chinese tourists in Wat Phra Chetupon Wimol Munkhalaram Ratchaworamahaviharn indicated that the first model was chosen, which had the highest level of appropriateness ( = 4.78, S.D. = 0.43). In case of Khaosan Road, the first model was chosen, which had the highest level of appropriateness ( = 4.71, S.D.=0.47). In case of Asiatique The Riverfront, the first model was chosen, which had the highest level of appropriateness ( = 4.78, S.D.=0.43). Chinese tourists commented that there should be a sign board or details of how to use the toilet within the toilet at Wat Phra Chetupon Wimol Munkhalaram Ratchaworamahaviharn. A map detailing the area should be provided in Khaosan Road. Attractive spots information should be displayed inside Asiatique The Riverfront.