APPLICATION OF DIGITAL COMMUNICATION INNOVATION FOR THE CONSERVATION AND TRANSMISSION OF CULTURAL HERITAGE AND THE PERFORMANCE VALUES OF RAMTHON NOKPHITHID

Abstract

This research aimed to: 1) Investigate the historical background and performance characteristics of Ram Thon Nok Phithit; 2) Develop a digital communication innovation for preserving and transmitting the cultural heritage and artistic values of Ram Thon Nok Phithit; and 3) Evaluate
the effectiveness of the developed digital communication innovation. This study employed a mixed-methods research design. The qualitative phase involved purposive sampling and consisted of in-depth interviews with 30 key informants, including community leaders, local wisdom experts, government officials, and residents of Krung Ching Subdistrict. In addition, a focus group discussion was conducted with 10 participants, including community leaders, local wisdom experts, and government officials. Qualitative data were analyzed using content analysis. The quantitative phase included an evaluation of the innovation's effectiveness by five experts, as well as satisfaction and performance value assessments administered to a sample of 400 participants. The research instruments were validated using the Index of Item-Objective Congruence (IOC). Quantitative data were analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that: 1) Ram Thon Nok Phithit is a traditional folk performing art that reflects the local identity, way of life, and indigenous wisdom of the community; 2) The digital communication innovation was developed as a web application integrated with Augmented Reality (AR) technology to serve as a medium for disseminating cultural knowledge; and 3) The innovation was evaluated as having the highest level of effectiveness. User satisfaction with the innovation's usability and outcomes was also rated at the highest level. Furthermore, the evaluation of the artistic and cultural values, as well as the preservation and transmission of Ram Thon Nok Phithit, was rated at the highest level. These findings demonstrate that the AR-based digital communication innovation effectively promotes learning, cultural preservation, and the transmission of cultural heritage.