การพัฒนาสื่อดิจิทัลเพื่อส่งเสริมการจัดการท่องเที่ยวในพื้นที่พัฒนาพิเศษเฉพาะกิจ จังหวัดชายแดนภาคใต้ (อำเภอเทพา จะนะ นาทวี สะบ้าย้อย)

Abstract

The aim of this study is to investigate the development of digital media for promoting tourism management in the Special Development Areas of Southern Border Provinces, including Thepha, Chana, Na Thawi, and Saba Yoi Districts. This study is qualitative research that collects data from surveys, in-depth interviews, focus group interviews, and sub-group meetings. The content was analyzed according to relevant issues. The objectives of this research are as follows: 1) to analyze the potential of the area, 2) to develop tourism routes between community tourist destinations, and 3) to develop digital infographics and online media. The findings of the research indicate that, based on the analysis of the potential of the area, there are four aspects identified 1.1) Natural Resources and Culture, the area is rich in diverse and plentiful natural resources and distinctive cultural traditions. A weakness was that the community in the area lacked clear regulations and lacked distinctive products for sale that showcase their identity. 1.2) Community participation, strength lied in the coexistence of diverse cultures, mutual understanding, and the presence of various skills unique to each region. Weaknesses included a lack of clear regulations within the community and a shortage of distinctive products for sale that reflect its identity. 1.3) Management, Strength lieed in the management of tourism by tourism groups, ensuring the distribution of benefits. Weaknesses included a lack of consistent promotion along the tourism routes and a lack of digital media to promote tourism. The stakeholders in the area lacked knowledge and understanding of community development and there was a lack of funding. 1.4) Learning, strength lied in the management of tourism in the form of activity-based tourism that fostered skills and understanding of the local community's way of life. A weakness was the lack of media for facilitating learning activities between the local community and visitors, as well as a lack of awareness-building on sustainable natural resource conservation. The analysis of the area's potential has resulted in the identification of four tourism development routes across four districts. Thepha routh: "Lae Le Hat Sakom," releasing crabs at the head of Pak Nam Thepha Dam, surviving the mangrove tunnel, and picking organic vegetables at Father's Garden. Chana routh: watching local rice, trekking in search of Bua Phut, and taking a boat trip to see the river canal. Na Thawi routh: paying respects to Luang Pu Thuat and Dan Prakob, trekking in the forest at Khao Nam Khang National Park, visiting the Piyamit Tunnel, and soaking in the hot springs of Ban Krang Well. Finally, Saba Yoi routh: sipping coffee and roasting plants, seeing the early coffee trees of Saba Yoi (Ban Nod), absorbing the nature of Weruwan Waterfall, paying homage to the cave temple, and shopping for local products. The produced media prototype includes informational brochures with maps, QR codes, Facebook pages, travel blogs, and YouTube videos to promote the tourism routes and enhance tourism in the area. Based on the satisfaction assessment with the promotional media, it was found to be at a very high level.