The Effect of Using Digital Media via Community's Identity for Cultural Tourism Public Relations at Thenmee Community in Surin Province

Abstract

The purposes of this research aimed to 1) develop digital media via the community's identity for cultural tourism public relations at Thenmee community in Surin province and 2) study the effect of using the digital media. The research was mixed methods including quantitative and qualitative research. There were thirty people in the target group and 400 sample. The research tools were a demand interview form and a questionnaire to measure the digital media satisfaction of users. The qualitative data analysis for the community needs synthesis and quantitative data analysis using descriptive statistics including frequency, percentage, mean and standard deviation. The results found that the digital media was Line stickers in the form of animation and images. The motion graphic which presented the way of life of Thenmee community included history and background, art and culture such as dress, local food and traditions. Moreover, it included OTOP Inno-Life products, learning resources of sufficiency economy, and nearby community attractions travel. For access, the Line sticker and motion graphic used a QR code on the poster. According to the digital media development results found that the mean of the target group opinion in total was very good (4.75). The study of the effect of using the digital media of the sample found that in total was good (4.35). In conclusion, digital media can apply to expressing emotions, feelings, and communication through pass Line stickers. It also promotes the community's identity for cultural tourism public relations at Thenmee community to tourism via the motion graphic.