Communication Strategies for Strengthening Cultural Identity in Community-Based Tourism in Thailand’s Southernmost Provinces: An Analysis Based on the SMCR Model
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Abstract
This study explores the role of communication strategies in strengthening community capacity and promoting sustainable tourism development within community-based tourism (CBT) management in Thailand’s southernmost provinces, with an emphasis on fostering local participation and strengthening cultural identity. Using Berlo’s SMCR model as an analytical framework, the study examines the roles of senders, messages, channels, and receivers in CBT communication. A qualitative study was conducted across six CBT sites using in-depth interviews. The findings indicate that the key elements of effective communication in CBT include credible community leadership, culturally embedded messages, and participatory communication channels. Messages grounded in local identities, such as fishing-based livelihoods, peace narratives, cultural practices, and place-based norms, were perceived to facilitate mutual understanding and community engagement. Face-to-face interactions, group meetings, and digital platforms such as LINE were identified as important channels for facilitating local participation and ongoing communication among stakeholders. The findings also indicate that CBT leaders and committee members viewed community members as active participants in knowledge sharing and decision-making processes. Overall, the findings highlight that participatory communication may contribute to strengthening social capital, reinforcing cultural identity, and supporting sustainable, community-driven tourism development.
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