METAPHORS IN TOURISM PROMOTION: A CASE STUDY OF A THAI VILLAGE AND THE BEEHIVE CONCEPT

Metaphors are effective tools in tourism promotion, simplifying complex local features for tourists to appreciate. Sustainable tourism, by encouraging responsible habits, allows travelers to engage in environmental conservation while immersing themselves in local cultures. In this context, the primary aim of the research was to seek ways of promoting the unique features of Ban Nong Bua, a Thai village, while addressing global sustainability issues. A further aim was to develop educational material that would make sustainability attractive to local young children and familiarize them with local sustainability practices. During an 8-day stay, a multicultural team conducted action research through observations, interviews and interactions with local people with a focus on sustainable livelihood and tourism promotion. The fieldwork was complemented by regular brainstorming sessions, during which the concepts and plans that led to the final research product were developed based on the material collected and personal experience. The result of the research is the beehive metaphor as a conceptual framework that highlights the harmony and sustainable practices of the local community. The further result of the research is the creation of a booklet for both tourists and local children. On one hand, for tourists, the booklet provides an engaging introduction to the seaside village of Ban Nong Bua, enhancing its appeal as a sustainable destination. It is a complex metaphor that represents the way of life of the inhabitants of the settlement on several levels, such as the close relationship with water, the use of local resources, the division of labor, the high degree of social organization, cohesion and connectedness, or dancing as a specific manifestation of communication. Bees can also be seen as a symbol of sustainability. On the other hand, for local children, it serves as an English language educational tool, fostering an appreciation of sustainable practices through an interactive format. Although the short-term impact of the booklet cannot be measured, the research illustrates how tools such as metaphors can achieve multiple goals in sustainable tourism and sustainability education. The research promotes crosscultural understanding, supports community sustainability and demonstrates the value of metaphor in tourism promotion. Future research could further explore the use of metaphors in tourism marketing and sustainability education.