Development of Local Cultural Tourism Communication Models to Promote Tourism in Nakhon Si Thammarat Province
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Abstract
This research aimed to: 1) study, analyze, and synthesize communication models for local cultural tourism that align with tourist needs; 2) develop a communication model; and 3) evaluate the effectiveness of the local cultural tourism communication model. The population included tourists, stakeholders, and relevant organisations. The sample included 10 respondents for the AHP analysis, 200 participants in the model trial group, and 100 participants in the evaluation group. The main research instruments were AHP questionnaires for QFD analysis, satisfaction questionnaires, and digital analytics tools. Statistical methods included AHP, QFD, and descriptive statistics.
The first phase revealed that, based on AHP ranking, the top five communication models preferred by tourists were: Virtual Tours (0.1779), Online Videos (0.1263), E-Learning/Gamification (0.1053), 3D Models (0.1034), and Social Media (0.0972). In the second phase, the “NST–CULTURE CONNECT MODEL” was developed, comprising four core pillars: Digital Experience Core, Social Engagement, Community Participation, and Institutional Collaboration. The third phase evaluated the model through its implementation in the Pha Khuen That Festival (traditional cloth offering ceremony).
The results demonstrated high effectiveness: TikTok videos reached more than 2.4 million views, the virtual tour platform attracted 3,613 users, and overall tourist satisfaction was rated at 4.75 out of 5. The model effectively enhanced tourists’ intention to visit and increased their understanding of cultural values. Therefore, the NST–CULTURE CONNECT MODEL can serve as an effective mechanism for promoting cultural tourism in Nakhon Si Thammarat Province.
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