Integrated Communication by Digital Media with Storytelling Technique to Support OTOP Innovative Community Tourism, Tumbol Nong Saeng, Ampher Pak Pree, Nakornnayok Province
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Abstract
The research article consisted of the following objectives: 1) to investigate the current state in tourism knowledge and summarize the body of knowledge in tourism communication; 2) to explore the potential of community sellers and homestay owners in order to achieve integrated communication through digital media by using the storytelling technique; 3) to study the content format for integrated communication through digital media by using the storytelling technique; and 4) to evaluate a model of integrated marketing communication model by using the storytelling technique. The research used a mixed-method approach that comprised both qualitative and quantitative methods. The key informants included 11 representatives of community leaders and entrepreneurs as well as 10 adolescents, who were chosen by purposive sampling. A sample group of 48 adults and 28 adolescents was selected by lottery using the Krejcie & Morgan sampling technique. A triangulation technique was used to test the reliability of an interview form, while Cronbach's method was used to test the reliability of a questionnaire, giving a reliability of.916.
From the study, the following results are found: 1) The current state and the body of knowledge of adults are recognized by their knowledge of cultures, while adolescents are distinct by their knowledge of natural attraction; 2) The entrepreneurs have the ability of storytelling on cultures, but they are not skilled at using digital media. Adolescents are adept at creating and disseminating digital media; 3) The content format should have two components: cultural tourism and natural tourism, as well as a process for transmitting information from adults to adolescents; and 4) The results of broadcasting video clips via digital media reveal that there are a large number of individuals who are interested and help to raise awareness of tourist attractions.
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