Development of Digital Media on Social Media Platforms for Creative Community-Based Tourism Promotion: A Case Study of the Community-Based Tourism Enterprise Group in Ban Na Wiang Yai, Si Song Rak Subdistrict, Dan Sai District, Loei Province, Thailand

Abstract

This research aims (1) to develop a prototype of digital media on social media platforms for the creative promotion of community-based tourism by the Community-Based Tourism Enterprise Group in Ban Na Wiang Yai, and (2) to experiment with and evaluate the dissemination of digital media via social media networks for the same purpose. A qualitative research approach was employed, using semi-structured interviews, focus group discussions, participatory workshops, and content analysis. Key informants included seven members of the community enterprise group (the founder, coordinators, and those responsible for group management), five local students with experience in video editing and scriptwriting who were active social media users, ten purposively selected tourists who attended the Phi Ta Khon Festival, two local entrepreneurs with over five years of experience in community-based tourism management, and two experts in tourism marketing.

The findings revealed that the design and development of digital media disseminated through social media platforms—specifically Facebook, TikTok, and YouTube—emphasized storytelling techniques that integrated local culture, art, lifestyle, traditions, beliefs, and rituals. Real-life photo and video documentation from the Phi Ta Khon Festival, characterized by its vibrant colors and unique patterns, served as the main content. The release of three video clips on Facebook and TikTok, and three more on YouTube, led to increased audience reach and engagement. The impact was reflected through users’ emotional reactions, comments expressing interest in attending the festival, and overall participation in the online content.