Guidelines for Communicating the Identity of the Three Dhammas for Tourism in Sakon Nakhon Province

Abstract

This research has objectives (1) to study the issues related to the tourism identity of Sakon Nakhon Province, (2) to propose guidelines for using the identity of the 3 Dhamma to promote tourism in Sakon Nakhon Province. The research employs a mixed-method approach, combining qualitative and quantitative research methods. The result from doing SWOT Analysis is used to formulate a plan for identity communication strategies to promote tourism in Sakon Nakhon Province. Then the TOWS MATRIX Analysis and In-depth interview with experts were used to verify the strategic communication plan for promoting tourism in Sakon Nakhon Province. The research found that 1. Sakon Nakhon Province has its strengths in Dharma, nature and culture. To align with the characteristics of the local area, the Three Dharma identity was established as a tourism strategy in Sakon Nakhon Province. However, past problems indicate that relevant agencies still lack effective dissemination of a clear tourism identity. It is necessary to seriously promote and encourage stakeholders to jointly develop the tourism identity of the province. 2. Tourists’ perception of the identity of the Three Dhammas in Sakon Nakhon Province found that for Dhamma tourism, most of them are aware of the identity of Wat Phra That Choeng Chum Worawihan, which attracts a continuous stream of Buddhists and the general public. For nature tourism, most of them are aware of the identity of Don Sawan and Nong Han Lake. Sakon Nakhon Province has a beautiful landscape, rich in diverse flora of the Phu Phan mountain range. For the cultural tourism section, most recognize the identity of the Christmas Star Parade and the End of Buddhist Lent, Wax Castle festival are well known, which has a distinctive culture passed down from generation to generation and fostering love, unity, and harmony among the people. 3. Guidelines for using the Three Dhamma identity for promoting tourism in Sakon Nakhon Province: (1) Strategy 1. Guideline for communicating provincial identity issues is to develop an identity narrative through history for both online and offline media, creating a two-way communication model to increase awareness and attract tourist interest. (2) Strategy 2: Guidelines for using media together with marketing communication tools to create and enhance the design mechanism and to select provincial identity to easily associate with the province. (3) Strategy 3: Guidelines to promote involvement of regional and national tourism agencies, managing policies and operations sustainably, and supporting the dissemination and public relations of the province’s identity to increase its recognition.