Creative Media Innovations to Promote the “Charm of the Old City Lifestyle” as a Value-Added Tourist Experience in Phra Nakhon Si Ayutthaya Province

Abstract

This is mixed-method research with participatory action research (PAR) using quantitative research with a sample of four hundred people and qualitative research with in-depth interviews and focus groups used as the data collection process and a seminar to find policy recommendations. Key informants were people working in tourism marketing public relations and communications, academic groups teaching and researching tourism, and tourism-related professional groups of twenty-one people. The focus group discussions and participatory action research (PAR) were fifty people including stakeholders, local people, community leaders, and historians related to network partners in the area. The results of the research found that 1) Social media use behavior and satisfaction from tourists' exposure to tourism public relations media found that online social media programs using Facebook and Line programs were the most frequent, mainly using mobile devices and smartphones. Most of the activities were entertainment and sharing of information satisfaction from media exposure to Phra Nakhon Si Ayutthaya Province Tourism overall was at the highest level and the mean was 3.77. The creative media development process to promote “the charm of the old city lifestyle” as a value-added tourist experience in Phra Nakhon Si Ayutthaya Province found that the messenger was skilled in the transmission of historical information providing historical information, and presenting information on wisdom, arts and culture, introducing major attractions, providing information on tourism routes, and providing tourism information through linking information on food and souvenirs. There are two types of communication: 1) offline communication, 2) online marketing communication, 3) the creative media innovation development model to promote “the charm of the old city lifestyle” as a value-added tourist experience in Phra Nakhon Si Ayutthaya Province is SMILE+H Model and is appropriate in its immediate context, 4) participatory process to put the model into practice creates value-added for local entrepreneurs and distributes income to model communities was evaluated by stakeholders for efficiency, overall was at a very good level (