Tourism Communication through Thai Cultural Universals

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University of the Thai Chamber of Commerce. Journal Editorial Office
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Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
Date Issued
2013
ISSN
0125-2437
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Text::Journal::Journal article
Abstract
This article reviews the result of a study of Thai cultural universals as tourism products and tourism communication. The process of this study began with collecting cultural universals under George Murdock's framework of knowledge (1945). Eleven Thai tourism cultural product universals were selected by seven experts from different areas of work and used in communication with tourists to understand the perceptions and attitudes that prompted their decision to travel to Thailand. The results show that 625 tourists in Chiang Mai, Sukhothai, Ayutthaya and Bangkok agreed that only nine of the 11 potential Thai cultural universals could be used to communicate as tourism products. Those nine potential Thai cultural universals were cooking, weaving, ethno-botany, dancing, decorative art, folklore, therapy/medicine, marriage and education, respectively.
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University of the Thai Chamber of Commerce Journal
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public
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This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
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University of the Thai Chamber of Commerce
Bibliographic Citation
Kanchana Chokriensukchai (2013) Tourism Communication through Thai Cultural Universals. University of the Thai Chamber of Commerce Journal Vol.33 No.4.
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