The Study of Social Media Usage Behavior and Digital Media Development for Public Relations of OTOP Inno-Life Tourism, Saeng Arun Sub-District, Prachuap Khiri Khan

Abstract

The purposes of this research were to 1) study social media usage behavior for public relations of OTOP Inno-Life Tourism, Saeng Arun Sub-District, Prachuap Khiri Khan 2) compare social media usage behavior and media perception of tourists, 3) develop digital media for tourism public relations of the OTOP Inno-Life Tourism 4) evaluate the tourist's satisfaction level toward public relations media for the OTOP Inno-Life tourism. The sample from accidental sampling was OTOP tourists of Saeng Arun sub-district community. The tourists were the field trip travelers and members of the Facebook group, OTOP Tourism Community, Nawatwithi of Saeng Arun Sub-District Community. The study was divided into two phases; the first was inquiring four hundred tourists about social media usage behavior and media perception, and the second was evaluating content media and media quality of the three specialists and evaluating the one hundred tourists’ satisfaction. Descriptive statistics and one-way ANOVA were used to analyze the data. The results were as follows. For digital media access of the sample group, the access time was between 8.01 pm -12 pm and the duration of access was more than 3 hours per day. The mobile phone was used as a device for accessing social media. For behavior and perception through social media, searching for tourist attractions was at a high level which was 40.80 and accommodation was at 30.80. The comparison showed that different social media access periods and the different devices resulted in different satisfaction of digital content for group communication at a statistical significance level of 0.01.