Guidelines for Designing Public Relations Media to Promote Buddhist Tourism, Chiang Rai Province

Abstract

The objectives of this research are 1) to study the uniqueness and context of temples and the needs of public relations media in terms of form and content to promote Buddhist tourism, Chiang Rai Province 2) to design public relations media to create awareness of the uniqueness of temples in Chiang Rai Province 3) to evaluate tourists' satisfaction with public relations media for promoting Buddhist tourism, Chiang Rai Province. The sample group were 15 local philosophers conducted purposive sampling and 400 tourists were conducted accidental sampling. The research tools include interviews and questionnaires. Qualitative data were analyzed using content analysis. Quantitative data were analyzed using descriptive statistics such as percentages, means, and standard deviations. The results found that 1) Chiang Rai Province has 5 unique temples, including Wat Phra Singh, Wat Phra That Doi Chom Thong, Wat Phra Kaew, Wat Klang Wiang, and Wat Mung Mueang. The temple has been sacred and important to Chiang Rai Province for a long time. These 5 temples are worthy of worship while there is currently no publicity material designed to be widely known. There is the highest demand for media in the form of video clips, followed by brochures, animations, and manuals, respectively. 2) Designing public relations media to create awareness of the uniqueness of temples in Chiang Rai Province, consisting of video clips, brochures, and posters. 3) Tourists are satisfied with public relations media in terms of design and content at a high level. Relevant agencies and temple should publicize activities and interesting information about the temple through a variety of public relations media according to perception of tourists.