THE TELEVISION DRAMA MEDIA BUPPESANNIVAS THAT EFFECTIVELY INFLUENCE THE BEHAVIOR OF TOURISTS IN CULTURAL TOURISM AT CHAIWATTHANARAM TEMPLE FOR EFFECTIVE COMMUNITY ECONOMIC DEVELOPMENT

Abstract

This research study focused on the television drama media that effectively influence behavior in cultural tourism at Chaiwatthanaram temple for effective community economic development in the cultural center at Wat Chaiwatthanaram. Its purpose was to study the mode of broadcasting television drama effectively to develop an effective community economy and the perception model influencing behavior in traveling to Wat Chaiwatthanaram and to study the physical environment factors and the actors’ talent. The sample used in this study were 400 tourists who came to visit Wat Chaiwatthanaram. The independent variables were personal factors, such as gender, age, education level, occupation, income, marital status, and other variables, including the type of broadcasting, effective television drama and behavioral tourists at Wat Chaiwatthanaram and the dependent variable was the developing of a community economy. A questionnaire was used as a research tool. The statistics used to analyze the data were percentage, mean, standard deviation, and hypothesis analysis by t-test and one-way ANOVA. It was found in the analysis of demographic factors that most of the sample were female (61%), from 30-39 years old (32%), were of single marital status (50%), had gained a bachelor’s degree (42%), were in private business (27%) and had a monthly income of between 10,000-20,000 baht (38.%). .Most of the sample watched 30-minute dramas (59%), the most common type of television drama was comedy (31%), weekly television is daily (39.80%), 85% of the sample watched television drama, favorite watched drama was Bhumibolen (91%), and the benefits gained from television drama were relaxation from work (26%). Secondly, the average score for developing a community at Wat Chaiwatthana was at the highest level. Finally, the factors affecting the behavior of the characters overall were at the highest level.