Image of Wat Rakhang Khositaram Woramahawiharn

Abstract

        The objectives of this research were to study visitors to Wat Rakhang Khositaram Woramahawihan in terms of 1) their exposure to news about the temple in the media; 2) their awareness of the current image of the temple; 3) the desired image of the temple; 4) desired characteristics of the temple compared to its current image; 5) correlations between temple visitors’ exposure to news about the temple, their awareness of its current image and their opinions of the desired image.  This was a quantitative research. The study population was people who came to Wat Rakhang Khositaram Woramahawihan for tourism or to join in Buddhist activities from December 2021 to February 2022. Using the Taro Yamane method at 95% confidence, a sample population of 416 was determined. The data collection tool was a questionnaire. Statistical analysis techniques included percentage, mean, standard deviation, analysis of variance and Pearson’s correlation co-efficient.   

        The results showed that 1) The majority of people surveyed had a high level of exposure to news about the temple’s operations, mission and activities. By topic, they were exposed to news about Buddhist missionary work the most, and to a lesser degree to news about the temple’s administration, public facilities and construction inside the temple, public works, support of education, and education for monks, novices and lay people, in that order. The frequency of most respondents’ exposure to news about the temple was at medium level. They reported being exposed to news and activities via new media more than via conventional media. 2) The samples had a high level of awareness of the current image of Wat Rakhang Khositaram Woramahawihan. The component of the image they were the most aware of was the temple’s organizational identity, followed by physical environment, reputation, services, and inter-personal interaction, in that order. 3) The temple visitors also had a high level of awareness of the temple’s desired image. By topic, they had the highest awareness of organizational identity, followed by physical environment, reputation, services, and inter-personal interaction, in that order. 4) The overall level of awareness of the current image was greater than awareness about the desired image in terms of reputation, physical environment, services, inter-personal interaction and overall.                                              5) Respondents’ exposure to news about the temple’s Buddhist missionary work, administration, public facilities and construction inside the temple, public works, support of education, and education for monks, novices and lay people, as well as overall exposure to news about Wat Rakhang Khositaram Woramahawihan in the media was correlated to their awareness of the current image and desired image to a statistically significant degree at level 0.05.