A Guideline for Creative Advertising Films Promoting Guangxi Xishan Tourism Destination Image based on Semiotic Theory
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Abstract
This research paper aims at developing an approach to create a commercial film to promote the tourist destination image of Xishan Mountain, Guiping City, Guangxi Province, China, based on the concept of semiotics. This qualitative research started with an analysis of the documents related to history, culture and georgraphy of Mount Xishan. This was followed by a field study at tourist attractions, interviews with local people, surveys on tourists’ opinions, and interviews with experts. After obtaining comprehensive data, the guidelines for creating a commercial film series, “The Buddhist City of the Southern Heaven, the Legendary Mountains of the Zen Kingdom” were developed. The content presents representative symbols related to Xishan Mountain in various dimensions, such as fragrant tea, sacred objects in Buddhism, natural scenery and experiences. Moreover, the commercial film was previewed on the Tiktok platform, and has received positive feedback. The average level of audience’s satisfaction toward the commercial film for promoting Guangxi Xishan tourism destination image was at = 4.36, and the level of clarity of the commercial content was at
= 4.72.
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บทความทุกบทความเป็นลิขสิทธิ์ของวารสารวิชาการมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยบูรพาเท่านั้น
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