Public relations media design for the Elephant World project for promote tourism in Surin Province.

Abstract

The Elephant World Project is a tourism destination that provides knowledge about elephants and the traditional culture of the Kuy people, who have been raising elephants for generations. It is considered a comprehensive elephant tourism attraction. However, in recent years, its popularity has declined, leading to a loss of income necessary for elephant care. This research aims to study and develop effective promotional media to boost tourism. A mixed-methods approach was used, combining qualitative data collection through field surveys and interviews with one project staff member, and quantitative data gathered via questionnaires from 113 participants. Part 1: Analysis of Tourism Behavior 1.When thinking of Surin Province, most respondents associated it with elephants (37.9%) and the Elephant Festival (21.8%) 2.The primary decision-makers for visiting the Elephant World Project were family members (61.1%) and individuals themselves (31.9%) 3.The most common way respondents learned about the project was through social media (43.2%), followed by recommendations from friends and family (20.7%) 4.The most appealing qualities of Thai elephants, according to respondents, were their playful and adorable nature (65.5%) and their intelligence (20.4%) 5.The most preferred elephant-related tourism activities were learning about the way of life of people and elephants (60.2%) and participating in activities with elephants (20.4%). Part 2: Findings on Promotional Media Design 1.The most preferred logo design style was the Combination Mark (61.9%), followed by the Mascot Mark (20.4%) 2.The most suitable font style for promotional materials was Sans Serif (47.8%), followed by Serif (28.3%) 3.The most appropriate color theme for the design was Natural (15.9%), followed by Friendly (10.2%) 4.The preferred illustration style was Graphic Illustration (66.4%).