Effective communication is essential for community-based tourism entrepreneurs, particularly in culturally diverse and geographically remote areas. This study examines the communication strategies of community-based tourism entrepreneurs in Thailand’s southern border provinces through the SMCR (Source–Message–Channel–Receiver) model and proposes communication guidelines to enhance tourism sustainability and community competitiveness. A qualitative research approach was employed using three sources of data: documentary research, in-depth interviews with government officials responsible for tourism development and representatives of six model tourism communities and focus group discussions with community-based tourism entrepreneurs. Data was analyzed through thematic analysis based on the SMCR framework. The findings reveal that communication practices in the southern border provinces are shaped by multicultural contexts and community-based tourism structures. Effective communication depends on trusted community leaders who can coordinate with government agencies and local stakeholders. Communication messages should emphasize storytelling, local identity, cultural values, and appropriate behavioral guidelines for visitors. Both internal community networks and external channels supported by government organizations play important roles in information dissemination. In addition, successful communication requires tourists and stakeholders to understand local cultural contexts, community norms, and tourism regulations. The study proposes an SMCR-based communication framework that can strengthen community tourism management, improve stakeholder engagement, and support the sustainable development of tourism enterprises in Thailand’s southern border provinces.

Authors:
Hamdia Mudor, Prince of Songkla University, Thailand
Sakiroh Yaena Benharoon, Prince of Songkla University, Thailand

About the Presenter(s)
Hamdia Mudor is an Assistant Professor at Prince of Songkla University, Thailand. Her research interests include marketing communication, social entrepreneurship, cultural capital, and community-based tourism.

Connect on Linkedin
https://www.commsci.psu.ac.th/person-academic/

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