FACTORS RELATED TO COMMUNICATION FOR TOURISM DEVELOPMENT OF THE BUN PHAWET TRADITION IN ROI ET PROVINCE

Abstract

This research study aims to study the relationship between traditions, communication, the conveyance thereof across generations, and their impact on the development of Bun Phawet traditional tourism in Roi Et, Thailand. Our qualitative study was conducted in 2019. We utilized questionnaires to collect data from 400 participants directly involved in Bun Phawet traditional tourism in Roi Et. The results of the research revealed that Bun Phawet traditions significantly increased awareness of Buddhist teachings with an average value of 4.14. Moreover, we found that conveyance of Bun Phawet traditions was accomplished via creating personal media to convey stories such as little guides with an average value of 4.00. Regarding the message, we found that both the form and the value of the traditions are conveyed simultaneously with an average value of 4.00. Regarding communication channels, we found that the use of local media, personal media to publicize Bun Phawet traditions attracted more with an average value of 4.04. Regarding the receiver, we found that communication of Bun Phawet traditions via social media influencer collaboration and increased independent social media marketing will expand the target audience with an average value of 4.05. Lastly, the traditional factors related to the development of Bun Phawet traditional tourism is positively correlated with the conveyance of Bun Phawet traditions with a statistically significant relationship with a value of 0.01.