Presentation of Semiotic Thainess Through the Content of Tourism Authority of Thailand’s Online Marketing Video Clip

Abstract

                The objective of this research was to study the format of presenting the semiotic Thainess through the content of the Tourism Authority of Thailand's online marketing video clip. This research is a qualitative research using content analysis method and data were collected by analyzing content from the Tourism Authority of Thailand's YouTube website, Amazing Thailand, amounting to 10 topics with the number of more than 500,000 views. The results of the study found that: 1) the content style of the semiotic Thainess can be divided into 9 forms: (1) Thai food, (2) Thai art, (3) Thai way of life, (4) Thai wellness, (5) Thai Events & Festivals, (6) Thai wisdom, (7) Thai fun, (8) Thai animals, and (9) Thai vehicles; 2) the style of the music and the music for the advertisement has a fast rhythm and fun, in harmony with the personality of the Thai people including Thai musical instruments mixed to convey the uniqueness of each region; 3) Language and text styles use repetitions and rhyming words according to the structure of the Thai language for easy recognition including the use of local language to convey the identity of each region; and 4) The narrative style uses the plot and main themes about love during travel, travel to relax from work to get a different experience from tourism, use the scenes of beautiful tourist attractions in Thailand, and use special symbols to correspond and convey the main idea of ​​the story. The results of this research can be used as a guideline for those involved in designing advertising media for tourism marketing to present a Thai identity to be easily remembered and to encourage more travel in the country.