Mixed Storytelling through Promotional Videos for Cultural Tourist Attractions Mahasarakham Province Affecting Awareness and Participation of Communities on Social Media

Abstract

        The current tourism promotion, it is necessary to provide information that is attractive and reliable to tourists. This research is the development of mixed-media storytelling through promotional videos of cultural tourist attractions in Mahasarakham Province that affects the perception and participation of the community on social media. The objectives are 1) to analyze and synthesize the techniques of mixed-media storytelling through promotional videos of cultural tourist attractions in Mahasarakham Province that affects the perception and participation of the community on social media. 2) to produce promotional videos of cultural tourist attractions in Maha Sarakham Province. 3) to study the results of using promotional videos of cultural tourist attractions in Mahasarakham Province. The key informants are (1) 6 experts on cultural tourist attractions from government agencies in Maha Sarakham Province using interviews. (2) 30 tourists selected by accidental sampling using a questionnaire on the needs of cultural tourism. (3) 20 popular promotional video clips on YouTube. The researcher analyzed and synthesized the consistency of the content and storytelling techniques with the needs of tourists. (4) The sample group used in the research was 400 tourists selected by accidental sampling. (5) The research instruments included a public relations video for cultural tourism attractions in Maha Sarakham Province, a perception assessment form, a satisfaction questionnaire, and a behavior analysis table for community participation on social media after watching the public relations video. The statistics used in the research included percentage, mean, and standard deviation (S.D.).

        The research results found that 1) the results of the analysis and synthesis of the mixed storytelling techniques through the public relations video of cultural tourism attractions in Mahasarakham Province that has an effect on the perception and participation of the community on social media that is appropriate, consisting of 3 types of storytelling techniques: (1) opening the story with alternating stories with fast-paced images (Nested Loops), (2) storytelling with narration and background music (Sparklines), and (3) storytelling by linking content to be consistent as a tourism route (Converging Ideas). 2) The production process of the public relations video of cultural tourism attractions in Mahasarakham Province is divided into 3 steps: preparation (Pre-Production), production (Production), and post-production. The quality of the public relations video was assessed by experts and found that the overall quality was at a good level.3) The study of the results of using the public relations video of cultural tourism attractions in Mahasarakham Province found that the results of the perception of the sample group after watching the developed public relations video had a high overall perception and the highest overall satisfaction. As for the behavior of community participation on social media during the period of the publicity video for 1 month, it was found that there were 4,474 views, 129 likes, 16 shares, and positive comments. This shows that the appropriate storytelling mix of the publicity video for cultural tourism attractions in Maha Sarakham Province has an effect on the decision to visit Mahasarakham Province. Therefore, relevant agencies should continuously give importance to tourism publicity.