Designing Messages to Promote Faith-based Tourism

Abstract

This academic article aims to analyze and propose a conceptual framework for designing messages that promote faith-based tourism. It highlights essential components, including the communication of belief and identity, the representation of Buddhist virtues, sacred objects, and amulets, participatory ritual communication, the integration of local cultural elements, and the application of digital media and technology to enhance audience engagement.

The study employed a synthesis of knowledge from existing literature and research related to communication for tourism management, cultural tourism experience design, and faith-based tourism within the Thai context. This approach was used to develop guidelines for tourism communication that can respond to the complex needs of tourists and ultimately lead to sustainability.

The findings suggested that effective message design in faith-based tourism must reflect cultural authenticity, integrate powerful storytelling, and cultivate emotional bonds with sacred places. Moreover, it must facilitate community participation as custodians of their cultural heritage. These strategies wereidentified as essential mechanisms for advancing Thailand's faith-based tourism in a stable, meaningful, and internationally recognized manner—not merely as a tourist destination, but as a spiritual and cultural learning hub that inspires people around the world.