แนวทางส่งเสริมการท่องเที่ยวผ่านละคร : กรณีศึกษา ละครโทรทัศน์เรื่อง “บุพเพสันนิวาส”

Authors

ผศ.ดร.เกศรา สุกเพชร

Published

วารสารมหาวิทยาลัยศิลปากร

Abstract

The purpose of this research is to study 1) the knowledge gained from tourists watching Love Destiny using the power of television drama as a motivational and image-making tool aimed to attract its audience toward tourist attractions. 2) the knowledge gained from Love Destiny television drama toward influencing the behavior of tourists at tourist attractions. 3) To find the approach to promote tourism through television drama by using the knowledge from the media’s influence on tourist attitude and behavior while visiting tourist attractions. Quantitative research method is employed in this study by using questionnaires as the main tool for collecting information. The format is obtained and compiled from research studies and documents related to knowledge, attitude, and behavior of tourism elements. The sample group that is used in the study are 400 tourists who received the TV drama Love Destiny. The data is analyzed by using descriptive research by compiling mean, percentage, frequency, standard deviation, and multiple linear regression analysis. The results are as follows: 1) Knowledge factors have a positive influence on the attitude of tourist’s traveling. By Knowledge factor, Comprehension, Application and Analysis are factors that contribute to the attitude of visiting a tourist destination 2) Knowledge factors have a positive influence on tourists’ qualities behavior, with knowledge factors including Comprehension and Analysis are factors that result in the behavior of quality tourists. 3) The government sector ,the state enterprise sector and related sector including the drama and media producers who want to promote tourism through drama should integrate cooperation. Travel agencies may select the main objective tourism areas , tourism activities , tourist’s attitude and tourist’s behavior. And let the professional drama producers produce television drama penetrate the content of tourism knowledge by presenting in the same way of general television drama. The objective is to make the audience feels that they are gaining the entertaining media rather than being subjected to knowledge. This approach will lead to positive attitude in traveling and tourists’ qualities behavior. We can summarize the details in three ways as follows 1) Guidelines for promoting knowledge gained from the television drama in order to lead to a positive attitude towards the tourist’s traveling 2) Guidelines for promoting the knowledge gained from the drama to cause qualities behavior of tourists 3) Guidelines for promoting tourism through drama based on a case study of “Love Destiny” television drama.

(2563). แนวทางส่งเสริมการท่องเที่ยวผ่านละคร : กรณีศึกษา ละครโทรทัศน์เรื่อง “บุพเพสันนิวาส” . วารสารมหาวิทยาลัยศิลปากร , 40(1), 84-105.