Developed Short Video Clips on Tiktok Employing Nano-Influencers to Promote Community Enterprise Tourism at Ban Tham Suea Homestay in Kaeng Krachan District, Phetchaburi Province

Abstract

The production of short video clips continues to gain popularity. However, the knowledge about the production process for the benefit of the community has not been studied much. Therefore, such development will be a guideline for further development.

The objectives of this research article are: 1) to develop short video clips. 2) to analyze communication elements from short video clips. 3) To analyze the results of accounting regarding the worthiness of investing in producing short video clips using nano-influencers Through the TikTok channel to promote community enterprise tourism at Ban Tham Suea Homestay, Kaeng Krachan District, Phetchaburi Province. This is a qualitative research design using the concept of the television production process, communication elements, and accounting management as a research framework. Important information providers are community committees and producers of short video clips, a total of 10 people, using a purposive selection method. There are two types of tools used in this research: focus groups and in-depth interviews. Then it was analyzed by using content analysis and writing a descriptive narrative. The results of the research found that: 1. the development of short video clips to promote tourism. It requires a community participatory process and planning before production, during production, and publishing. 2. Short video clips of nano-influencers emphasize communication elements through informal storytelling and creating a unique identity. 3. Accounting makes it possible to see results worth investing in producing short clips. Income increased on average; the total is equal to 20% of the organization's net income.

The research indicates that investing in media production to promote tourism, with community participation, can generate knowledge for the community. The investment approach follows principles that allow for the measurement of profits or losses.