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Abstract
The main objectives of this study were (1) to investigate the conditional problems of Administration of public relations of cultural heritage of Wat Prayulrawongsawasworaviharn, (2) to study the development of administration regarding public relations of cultural heritage of Wat Prayulrawongsawasworaviharn, and (3) to explore factors which play an important role in the accomplishment of the development guidelines of administration of public relations of cultural heritage of Wat Prayulrawongsawasworaviharn. The methodology used was the mixed methods research with the major application of the quantitative research emphasizing survey research which used questionnaires as a tool.
The questionnaires passed the validity test, achieving the IOC level of 0.87, and the reliability test level of 0.96. Data
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were collected from 1.101 samples derived from the populations of 127.708 people using Taro Yamane’s formula at the 0.03 significant level or 97% reliability. Data were also collected by the qualitative method from 9 key informants and analyzed by descriptive interpretation. The distribution and recollection of the questionnaires had been handled from February to March 2014. The data analysis methods applied were both the table analysis with explanations and the delineated analysis. The statistics used in the analysis were frequency distribution, percentage, average, standard deviation, t-test, multiple regression, and Pearson’s coefficient of correlation. The effective factors of success of the Public Relations Administration Development regarding publicity relations of cultural heritage was 4 M’s model.
Keywords: administration, public relations, cultural heritage, Wat Prayulrawongsawasworaviharn
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