Sammunchanee Nattaya Leela: Contributions of Traditional Dance to The Development of The Creative Economy

Abstract

This Article aimed to (1) develop cultural multimedia based on the Sammunchani Nattalila dance—an innovative choreography inspired by traditional grass broom making and (2) evaluate audience satisfaction with the dissemination of this multimedia as a tool to promote cultural tourism and improve quality of life within the creative economy framework of Ban Ko community, Phrom Khiri District, Nakhon Si Thammarat Province, Thailand. Data were collected in-depth from local sages, broom grass makers, experts, and community leaders using structured interviews and questionnaires, then analyzed using content analysis and descriptive statistics. The multimedia development process encompasses five phases: content creation, message design, outreach, targeted public relations, and multimedia presentation. Findings confirmed the application of public relations theory in cultural media, offering strategies for community-based career innovation and the sustainable preservation of local knowledge. The satisfaction was measured in three aspects: content, presentation format, and benefits received. Satisfaction results indicated high engagement: audiences reported increased awareness of local crafts, intent to support community products, and appreciation of cultural identity. Evaluations from experts and academics, local wisdom holders, and community members, including youth and elderly broom users, all reflected the highest levels of satisfaction. The study demonstrates the potential of cultural multimedia to foster human, social, and economic capital while strengthening cultural tourism and heritage preservation.