PUBLIC RELATION STRATEGIES OF COMMUNITY MUSEUM: A CASE STUDY OF LIVING COMMUNITY MUSEUM, BAN KHI LEK YAI COMMUNITY, SO PHI SAI DISTRICT, BEUNGKAN PROVINCE

Abstract

The objective of this research is to study public relation strategies of the living community museum of Ban Khi Lek Yai, Beung Kan Province. This study employed a qualitative research design in which the sample was selected purposively, along with semi-structured interview (with participant observation and non-participant observation). The key informant were 17 participants consisting of one founder of the museum, one assistant village headman, 15 village members. Content analysis was later conducted. The findings were presented descriptively. This study was based on the concept of local museum, community based tourism, and the theories about publicity. The results of this research indicated that Living Community Museum: 1) Personal Media through Suthipong Suriya, through a strategy of promoting himself as being famous and multi-talented. Another strategy in personal media is his family members helping to communicate via Word-Of-Mouth, so public relations for community museums can be known to those who are cquainted with Suttipong Suriya and his relatives in no time; 2) Blogger Suttipong Suriya distribute information about Living Communication Museum to the influencers to invite them to visit the museum and help promoting Living Communication Museum (this way will make the museum become well-known); 3) Word-Of-Mouth strategy will make tourists come to visit the museum, in which they are tourists roaming or tourists who had booked in advance. Many people impressed that they would tell others through their own experience to strengthen public relations strategy.