Development of a Multimedia Television Feature for Tourism Promotion in Surat Thani Province

Abstract

       This research aimed to design and produce television multimedia in the form of a news feature entitled “The Bamboo Tunnel Tank Ride: Experiencing Happiness in Surat Thani Province” to promote tourism in Surat Thani Province, as well as to evaluate the quality and audience satisfaction toward the produced media. The sample consisted of 25 media users selected through purposive sampling. A five-level rating scale questionnaire was employed as the research instrument. Data were analyzed using descriptive statistics, including mean () and standard deviation (S.D.).
        The results revealed that the overall quality and audience satisfaction toward the multimedia feature were at a very high level ( = 4.49, S.D. = 0.55). The highest-rated aspect was the suitability of the media for public relations purposes (=4.60, S.D.=0.49), followed by the ability to communicate tourism-related information ( = 4.56, S.D. = 0.50) and the quality of visual and audio presentation ( = 4.52, S.D. = 0.51). These findings indicate that television multimedia features can effectively support tourism promotion at the local level.
      This research outcome can serve as a practical guideline for developing tourism promotional media in other regions with similar contextual characteristics, and as a concrete prototype for producing experiential multimedia content within a Smart Tourism framework.