The State Railway of Siam and the origin of tourism public relations in Thailand (1917–1941)

Abstract

PurposeThis research aims to explore the origin of tourism public relations (PR) in Thailand as practiced by the State Railway of Siam (SRS) prior to the Second World War when rail travel was still a new form of transportation in the country.Design/methodology/approachThe study approach is documentary research involving an in-depth examination of both published and unpublished documents of a special collection of the SRS archives conducted in a fact-based and descriptive manner.FindingsIn the first half of the 20th century, a period of global economic uncertainty, the SRS performed the role of the government's PR division, with one of its important tasks being to promote travel and tourism in the country among both Thais and foreigners. The SRS incorporated the use of PR materials including advertisements, films, guidebooks, speeches, events, pre-arranged press activities and sales promotions in its activities. The current study explores the SRS's strategies employed in the creation of integrated and place communication campaigns to promote its train service and tourism throughout Thailand via its railway network.Research limitations/implicationsThe findings of the study reveal the PR efforts carried out by the SRS, which utilized a variety of communication tools in tourism promotion. This can lead to a better understanding of global tourism PR history and more specifically the development of tourism PR in Thailand and throughout South-East Asia.Practical implicationsThe results add to the body of knowledge of how integrated marketing communication, place branding and professional PR activities evolved in Thailand.Originality/valueThe research fills a gap in the history of tourism PR and its relation to broader social and economic structures in Siam prior to the 21st century. It also reveals the little explored topic of how the railway engaged in historical path of PR practices and how they relate to a country's specific PR development outside of the highly researched U.S. context.