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Influences of Media Toward Knowledge and Attitude of Krabi's Tour Guides on Sustainable Tourism
Abstract:
The study aimed to examine the personal information of respondents and the media exposure that influence the knowledge and attitude of Krabi’s tour guides toward sustainable tourism.
The mailing survey was used in conducting this research. A questionnaire of four parts was employed to collect data from 81 tour guides whose names were listed at the Tourism Authority of Thailand.
The major findings were:
1. The most frequently used media of Krabi’s tour guides were people, television, newspaper, radio, and magazine.
2. Krabi’s tour guides had high level of knowledge and possessed positive attitude toward sustainable tourism.
3. Sustainable tourism information received from television, radio, and magazine had a relationship with the respondents’ level of knowledge on sustainable tourism.
4. Sustainable tourism information received from television, magazine, newspaper, and people had the influence on positive attitude towards sustainable tourism.
The study recommended that seminars, training courses, workshops or any short courses on sustainable tourism and related topics be conducted to bring in deeper knowledge on sustainable tourism in Thailand. Identifying related contents and sufficient information to be broadcasted or published in other media is also highly suggested.
These recommendations aim to help enhance the tour guides’ knowledge and broaden their attitude, and to leverage business practices in order to maintain one of the major revenue streams of Thailand, which is tourism industry.