DIGITAL PUBLIC RELATIONS DEVELOPMENT FOR AGRICULTURAL TOURISM: CASE OF CHALOEM PHRAKIAT DISTRICT OF NAN PROVINCE

Abstract

The tourism sector has considerably increased in Nan province in last few years, and has made major contribution to the Nan province due it natural beauty and beautiful landscape. Agricultural tourism has emerged as new tourism attraction in this region. Thai government has initiated many agricultural tourism projects for increasing revenue of Thai people in rural and agricultural areas and give tourists insight and experience of rural life. This paper is designed to examine the agricultural tourism development in Chaloem Phra kiat District. This paper tests the relationship between digital public relation, sense of community and agricultural tourism development in case of Chaloem Phrakiat District. The data was collected from 351 respondents which was analyzed on structural equation modeling on SPSS to check hypothetical relationship among proposed research frame. The findings advocated that personal relationship, community relationship, professional relationship and agricultural tourism development are significantly correlated. Sense of community also intervenes the connection between these variables. The paper advances literature on Digital public relations and agricultural tourism in Thailand. This paper will benefit public relation experts and government of community building in Chaloem Phra kiat District.