COMMUNICATION MANAGEMENT IN THE DEVELOPMENT OF CULTURAL TOURISM POTENTIAL IN HAINAN PROVINCE
Keywords:
Communication Management, Cultural Tourism, Potential Development, Hainan ProvinceAbstract
This research aimed to 1) study communication management and the development of cultural tourism potential in Hainan Province, and 2) study guidelines for developing communication management for cultural tourism in Hainan Province. This study employed a mixed-methods research design. Qualitative research utilized semi-structured interviews with 18 key informants, and data were analyzed using content analysis. Quantitative research used questionnaires with a reliability coefficient of 0.84. Data were collected from a sample of 376 tourists, derived from 400 distributed questionnaires, representing a response rate of 94.00%. Statistics used for data analysis included Mean, Standard Deviation, and Multiple Regression Analysis..
The research findings, classified by objectives, revealed that: 1) Regarding the first objective, current communication management faces a credibility crisis, where discrepancies between promotional content and actual experiences accounted for 37.6% of all complaints, resulting in a lack of efficiency in attracting repeat tourists. 2) Regarding the second objective, development guidelines consist of integrating four key dimensions: merging technological innovation, creating a consistent content calendar, integrating culture with ecology, and utilizing cultural heritage inheritors as primary communicators. Hypothesis testing indicated that technological innovation factors significantly impacted engagement (β=0.88), and sender credibility positively influenced satisfaction (β=0.53) The new knowledge gained is the Co-Creation Value Communication Model, which transforms the tourist's role from a message receiver to an experience co-creator.
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