The ผลการใช้คอนเทนต์รีวิวอาหารร่วมกับกิจกรรมการสื่อสารโดยใช้เกมเป็นฐานเพื่อส่งเสริมการขายของผู้ประกอบการรายย่อยในมหาวิทยาลัยผ่านการเรียนรู้ด้วยการบริการสังคม The Results of Using Food Review Content together with Game-Based Communication Activities to Promote the Sales of Small Entrepreneurs in Universities through Social Service Leaning

Abstract

Due to the impact of the COVID-19 situation that has occurred, a significant number of small entrepreneurs, especially within universities, have encountered issues with expenses exceeding their income. This was a result of reduced utilization of on-campus dining services by personnel, staff, and students. The aim of this research was to create and develop food review content, along with a game-based communication activity, aimed at boosting the sales of small entrepreneurs within the university. The objectives were to examine the results of media usage and the developed activity on the participants' perception and satisfaction levels. Additionally, the study sought to assess students' self-evaluation through social service learning. The tools employed in this research included: 1) Food review content posted on social media, accompanied by a game-based communication activity. 2) Quality assessment form. 3) Perception assessment form. 4) Satisfaction assessment form. 5) Self-assessment form for social service learning as part of the ETM358 Marketing Communication course in the second semester of 2022. The data were collected through purposive sampling, selecting small entrepreneurs who had been involved in the project for a minimum of 1 month and were willing to respond to the questionnaire. The statistical methods employed included mean calculation, standard deviation analysis, and t-test. The findings of the research were as follows: The design and development phase resulted in 30 food and beverage review posters, content from 30 different shops, 7 video contents, and 1 game-based communication activity. These materials were subsequently reviewed by 3 experts to assess their quality. The evaluation indicated a very good level of quality in both the content and presentation media, as well as the activity itself. The assessment of participant perception revealed the highest level of positive response. Moreover, the satisfaction assessment demonstrated a  high level of contentment among the small entrepreneurs. Furthermore, the self-assessment conducted through social service learning exhibited a significant increase in learning achievement after the program, with statistical significance at the .05 level.