Development of Multimedia for Promoting Agricultural Tourism at the Sriprat Integrated Farming Learning Center, Nakhon Si Thammarat Province

Abstract

       This study proposes the design and development of a multimedia-based communication system for agro-tourism promotion at the integrated agricultural learning center of Sriprat Farm, Nakhon Si Thammarat Province. The objectives were to develop digital multimedia content using structured media production processes and to evaluate system effectiveness and viewer satisfaction. The research adopted a Research and Development (R&D) framework integrating multimedia design, digital storytelling, and broadcast media production. The sample consisted of 22 stakeholders and audiences who interacted with the developed multimedia system. Research instruments included the multimedia media prototype and a five-point Likert-scale evaluation questionnaire. Data were analyzed using descriptive statistics, including mean and standard deviation.
         The results indicated that the overall effectiveness of the multimedia media and viewer satisfaction were rated at a very high level. The developed system improved audience awareness, comprehension, and interest in local agro-tourism resources through digital storytelling. The findings demonstrate that multimedia technology can support smart tourism technology by enabling effective digital communication and promoting sustainable community-based tourism development.