Development of Creative Media to Promote Cultural Tourism by Youth in Chachoengsao Province

Abstract

This study aims to investigate 1) the current state of creative media used to promote cultural tourism in Chachoengsao Province, 2) youth contributions to creative media development for cultural tourism enhancement, and 3) effective processes for creating promotional cultural tourism media. The sample consisted of 287 participants, including experts, government officials, community representatives, media users, and youth, selected through purposive and accidental sampling. Data collection instruments included questionnaires, in-depth interviews, and media development guidelines, with analysis performed using descriptive statistics and content analysis. The research findings revealed: 1) The current media landscape for cultural tourism promotion in Chachoengsao Province encompasses diverse formats, with digital platforms (Facebook, YouTube, and TikTok) being most prevalent, while print media remains relevant for elderly tourists and those less technologically proficient. 2) Youth-developed creative media—including video clips, pamphlets, and brochures—successfully captured the unique identity of local attractions. Distribution through online platforms increased accessibility and engagement. Community collaboration enhanced youth understanding of local culture. Satisfaction assessments were highly positive, with suggestions for improving video quality and incorporating more historical narratives. 3) The development process emphasized community participation, following a systematic approach: analyzing user needs, designing content, developing skills, producing content, disseminating materials, and evaluating effectiveness on online platforms. The research findings have significant practical implications as follows 1) Youth-created creative media helps expand cultural tourism promotion through digital platforms, resulting in broader audience reach. 2) Youth participation in media production enhances pride in local identity and appreciation of cultural values. 3) Sustainable development requires continuous budgetary support and skill enhancement programs to improve tourism media created by youth.