Cultural Landscape: Multimedia Design to Promote Community Tourism in Phru Nai Sub-district, Ko Yao District, Phang Nga Province

Abstract

This research aimed to: 1) collect, study, and analyze data regarding eco-cultural resources within the context of community-based tourism in Phru Nai Sub-district, Koh Yao District, Phang Nga Province; 2) determine community-based tourism routes that align with the eco-cultural resources in Phru Nai Sub-district;  3) design and produce multimedia materials to promote community-based tourism; and 4) evaluate the effectiveness of the multimedia materials. A mixed-methods approach was employed, integrating both qualitative and quantitative research. For the qualitative phase, a purposive sample of 37 key informants was selected, consisting of local sages, community leaders, representatives of community tourism groups, executives and tourism personnel from the Phru Nai Sub-district Municipality, tourism entrepreneurs or local guides, and media production experts. The research instruments were validated by a panel of five experts. Qualitative data was collected through observation, in-depth interviews, and focus group discussions. For the evaluation of the multimedia's effectiveness, a quantitative sample of 420 viewers was utilized. The data were analyzed using descriptive statistics, specifically frequency, percentage, mean, and standard deviation.  The research findings revealed that: 1) The cultural ecological resources of Phru Nai Sub-district are diverse in terms of ethnicity, culture, and natural resources. This is reflected through community identity, local wisdom, to ponyms, folktales, and the mangrove ecosystem, which serve as crucial cultural and environmental capital for the development of community-based tourism; 2) Three community-based tourism routes were developed, linking the natural resources, ways of life, and learning activities across all 7 villages; 3) Multimedia was designed and produced to promote tourism via the Facebook page “Phru Nai Nai Koh Yao”, Instagram, and four sets of video media. These present the community's identity through storytelling that connects the nature, culture, and way of life of the local people; and 4) The overall effectiveness of the multimedia was evaluated at a very good level (= 4.59). Based on the research findings, integrating cultural ecological resources with the design of tourism routes and the development of multimedia effectively creates awareness and promotes the tourism image of Phru Nai Sub-district. Furthermore, it enhances the cultural and economic value of the community, supports community-based tourism, and serves as a guideline for developing media to promote tourism in other areas with similar contexts.