The Development of Digital Multimedia and Manual for Promoting International Buddhist Tourism in 15 Thailand’s Main Tourist Cities

Abstract

Abstract

This research consists of 3 objectives: 1) analysis of market conditions and behaviors of the consumers to Buddhist tourism in the main tourist cities, both national and international level, 2) developing the public relation digital media to support Buddhist tourism in the main tourist cities, 3) presenting the public relation digital media to support Buddhist tourism in the main tourist cities. It was qualitative research including documentary survey, field work and action research. The key informants include 30 abbot/in charge, 45 tourists/meditators and focus group of 5 participants. The research tools consisted of:1) In-depth interview, 2) operation/activity set, and 3) observation form. Data analysis focused on the research objectives or research questions as a guiding framework. Data analysis was done by identifying issues, significance, grouping the types of obvious issues, and finding the relationship pattern.

The research result found that 1) market conditions and consumer’s behaviors indicated that tourism is an industry bringing income to the country, the tourism industry has been greatly affected due to number of tourists decreased from 2016 to 2019 more than 50 % because the spread of COVID-19. At the end of 2022, the government has begun accepting tourists by easing various barriers. It is expected to have income from the domestic market of 700 billion and international market 500 billion. Tourism after COVID-19 will focus on qualitive tourism, and the image at the national level has improved into high value 3 areas: (1) natural fertility, (2) there are several famous Buddhist tourisms or Mutelu, (3) Thai culture links with Buddhism and culture.

2) Development of the public relations digital media for promoting Buddhist tourism in main cities is produced by determining the visitors’ purposes, audience, channels for dissemination to match consumer behavior divided into 2 types: (1) tourist temples and (2) meditation center, by using the media valuable to promote in the main channel. 

3) The presentation of digital manuals for promoting Buddhist tourism at the main city level showed that the presentation of the tourism video clip was organized into two temples per province, including tourist temples and meditation practicing temples. Concisely, the clip was not more than 4 minutes, which can represent important information for tourist landmarks, interesting of both material and abstract, to create a new experience for the audience.

The research result found that (1) market conditions and consumer behaviors to the demand for Buddhist tourism in main tourist cities at the national and international levels.

Tourism is an industry that brings income to the country, according to the spread of COVID-19 the tourism industry has been greatly affected. The number of tourists has decreased from 2019 by more than 50%. There was a report from the Tourism Authority of Thailand that at least 25-30 percent of the staff have been laid off. At the end of 2022, the government has begun accepting tourists by easing various measures. It is expected to have income from the national market of about 700 billion and income from the international market of about 500 billion from at least 20 million tourists and will return to normal and better conditions. Tourism after COVID-19 will focus on quality tourism, and the image of tourism at the national level has improved towards high value tourism in three areas: Economy, Environment and Society based on responsible tourism, optimum scale of tourists.

A survey of the tourist market found that consumer behavior focuses on 3 issues: (1) nature, lush greenery, the perfection of nature (2) Dhamma as there are Buddhist or Dhamma tourist attractions or called Mutelu to support tourists (3) Culture will be linked to Buddhism and traditions, each month, tourism trends from the COVID-19 pandemic and economic had been  reduced. Therefore, people will have more travel to seek spiritual refuge of  Buddhist tourist attractions and the Dhamma meditation retreats in 15 main cities will be an alternative for tourists to visit.

Development of the Public Relations Digital media for promoting Buddhist tourism in main cities is produced by collecting information from tourist temples and meditation centers in the main cities to write a video script. By determining the content, objectives, audience groups, analyzing the target audience. channels for dissemination to match consumer behavior that divided into 2 types: (1) tourist temples, divided into 1. Master monks/ and  statues and amulets, 2. architecture and painting, 3. cultural traditions and nature conservation, and (2) meditation centers that divided into 3, namely 1. Buddho / Anapanasati (breathing meditation)  2. The 4 Discourse of Four Foundations of Mindfulness (Falling and Rising) 3. The body movement, form and name. The media for public relation are www.travel2thailand.com and main social media: Youtube, Tiktok, Facebook according to the current consumer trend, preferring to receive media in this channel.

The presentation of digital manuals for promoting Buddhist tourism at the main city level It was found that the presentation of the tourism video clip was organized into two temples per province. There are tourist temples and meditation practicing temples. Concisely, the clip was not more than 4 minutes, which can represent important information for tourist landmarks. The clip shows the interesting of both concrete and abstract, the storytelling sequence, narration, background music, effects creating a new experience for the audience by Choosing a beautiful scene, telling stories professionally to attract the audiences, the media is interesting to follow, published on main channels and social media: Youtube, Tiktok, Facebook, reaching a large audience in a short time. There is always a follow-up update in order to effectively make the dissemination of media to promote Buddhist tourism in the main city.