การเพิ่มการรับรู้ข้อมูลข่าวสารด้านสินค้ายาสูบของผู้ประกอบการ ในเขตพื้นที่รับผิดชอบสำนักงานสรรพสามิตพื้นที่เชียงใหม่ สาขาฝาง

Abstract

This study was aimed at 1) analyzing the Chiangmai Area Excise Office, Fang Branch relations approaches for tobacco products and 2) designing the Chiangmai Area Excise Office, Fang Branch public relations media for tobacco products that are consistent with and appropriate to the area contexts in order to enhance entrepreneur perception of tobacco products information in the operational areas of the Chiangmai Area Excise Office, Fang Branch. This study was design research with qualitative analysis. Data were collected from in-depth interviews using an informal semi-structured interview method. The population of this study consisted of five officials of the Chiangmai Area Excise Office, Fang Branch, and ten entrepreneurs. According to the results of the study, 1) the Excise Department's public relations approaches for tobacco products in the operational areas of the Chiangmai Area Excise Office, Fang Branch, included the use of specialized communication skills and abilities of the officials of the Chiangmai Area Excise Office, Fang Branch, by providing knowledge and understanding about tobacco products, laws, and license requirements, including inspection of legal tobacco products and requirements for tobacco sales licensees, and 2) public relations media that are consistent with and appropriate to the area contexts of the Chiangmai Area Excise Office, Fang Branch, should be visual media that makes it easy for entrepreneurs to understand through online channels.