Creating Multimedia Using Immersive Technology to Promote Eco-Tourism in Khung Bang Kachao, Samut Prakan Province
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Abstract
Multimedia content currently plays a vital role in conserving tourist destinations by mitigating degradation caused by tourist activities, particularly in green areas that require special preservation. This study aimed to: 1) examine the behaviors of eco-tourists; 2) assess satisfaction with the digital marketing mix among eco-tourists in the Khung Bang Kachao area, Samut Prakan Province; and 3) develop augmented reality (AR) multimedia content to promote eco-tourism in the Khung Bang Kachao area, Samut Prakan Province. The study employed a mixed-methods research design. For the qualitative phase, interviews were conducted with 10 key informants selected through purposive sampling, and data validity was verified through triangulation. For the quantitative phase, a questionnaire survey was administered to 370 tourists selected through convenience sampling, and data were analyzed using the chi-square test at a significance level of 0.05. The findings revealed that: 1) the majority of tourists visited the Khung Bang Kachao area to appreciate the scenic beauty of the destination, obtained travel information through online media, particularly Facebook, and made travel decisions based on reviews from various tourism-related pages; 2) tourists expressed the highest level of satisfaction with the relationship-building dimension, which demonstrated a strong positive correlation with online continuity, suggesting that multimedia development for tourism promotion should emphasize the use of influencers or key opinion leaders (KOLs) in multimedia content reviews; and 3) the augmented reality (AR) multimedia developed in this study effectively showcased the scenic beauty of the popular Khung Bang Kachao tourist area by creating an interactive experience between users and the media. A satisfaction assessment conducted with a sample of 10 tourists indicated that the majority expressed a high level of satisfaction with the developed multimedia content.
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