The Application of Digital Media for Public Relations and Promotion of Tourism Routes in Tak Special Economic Zone, Mea Ramat District, Tak Province The Application of Digital Media for Public Relations and Promotion of Tourism Routes in Tak Special Economic Zone, Mea Ramat District, Tak Province

Abstract

This research aimed to study, design, and develop promotional media for tourism routes within the Tak Special Economic Zone (SEZ), specifically focusing on Mae Ramat District, Tak Province. The methodology involved collecting spatial data from local tourist attractions, which were then analyzed to design comprehensive tourism routes and develop promotional media based on multi-platform communication design principles. The study also evaluated user satisfaction among a target group of 384 tourists, selected via purposive sampling, who utilized the developed media.

          The research findings are summarized as follows: (1) Identification of Attractions: The study identified seven primary tourist destinations in the Mae Ramat SEZ: 1) Khun Pha Wo National Park, 2) Wat Don Kaeo, 3) Mae Talo Waterfront, 4) Ban Tin That Monastery, 5) Huai Pla Kong/Mokkhala Cave, 6) Ban Pa Rai Nuea Homestay, and 7) Wisdom Field Resort & Spa. (2) Route Design: Based on the gathered spatial data, one primary tourism route was designed, strategically connecting all seven identified locations within Mae Ramat District. (3) Media Development: A “gardener” mascot was designed to serve as an interactive intermediary between users and the promotional content. This media was implemented via a web application, which functions as a central database for tourism information in the district. (4) Satisfaction Evaluation: The overall satisfaction toward the developed promotional media was at the “Highest” level, with a mean score of = 4.55 and a standard deviation (S.D.) of 0.376.