The approach to promote tourism through drama: a case study from “Love Destiny”, Thai television drama

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Venussarin Siriphon


The purpose of this research was to study the knowledge gained from tourists viewing “Love Destiny” by using the power of television media as a motivational and image-making tool in order to attract its audience toward tourist attractions. A questionnaires was a main tool for data collection. A questionnaire content and format were compiled from related literature. The 400 samples were tourists who watched this TV drama. The statistical measures included mean score, percentage, frequency, standard deviation, and multiple linear regression analysis. This study found that the knowledge factor played an important role in promoting a positive influence on tourist’s traveling attitudes regarding target traveling itinerary. This knowledge factor comprised, namely, comprehension, application and, analysis. This paper would like to suggest that if the government sector, the state enterprise sector and related sector including the drama and media producers attempted to promote tourism through TV drama, they should cooperate with one another so as to maximize its impact and benefit. Tourist authorities/ agencies could choose the target tourist attraction areas, activities, type of tourists and approaches to tackle with people who were interested. After that, in terms of content and TV drama production, they would be the responsibility of professional TV drama producers. Thus, an outcome of this integration and cooperation would be similar to other mainstream TV soap operas. This outcome was able to promote not only people’s entertainment but also equip them with sufficient knowledge regarding those tourist itineraries. Apart from this, the outcomes of the film could lead to a positive attitude toward related tourism, tourist attractions and improve tourists’ demeanors.


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