การรับรู้เรื่องราวของสถานที่ท่องเที่ยวและภาพลักษณ์ของสถานที่ท่องเที่ยวกรณีศึกษารูปปั้นนางเงือก จังหวัดสงขลา

Abstract

The purposes of this study were to study storytelling patterns of The Golden Mermaid Sculpture in Songkhla province, to study destination image of The Golden Mermaid Sculpture in Songkhla province on the perspective of students at Prince of Songkla University, and to study the relationships of storytelling patterns and destination image. The study was a qualitative research method by using a semi-structured in-depth interview for 23 students at Prince of Songkla University, Hat Yai, Songkhla province. The qualitative data were analyzed by sorting phrase or sentence with similar meanings in the same group and summary of topics and concepts. Then defined keywords and codes for each phrase or sentences as themes and sub- themes. The result showed that the story of The Golden Mermaid Sculpture in Songkhla province was divided into 3 patterns, which are news appeal, warmth appeal and sex appeal. The destination image of The Golden Mermaid Sculpture in Songkhla province was divided into 3 components, which are Cognitive Component consists of topography and weather, Affective Component is an emotional basis that consists of surprise, sadness, disgust, anticipation, joyfulness, acceptance and humor, and Conative component is interested to travel. Each storytelling pattern is only creating destination image on affective component and then also create conative component in different ways as the following are News Appeal is creating the acceptance, which causes the tourist attractions are not being interesting, Warmth Appeal is creating the sadness, which makes tourist attractions are interesting to travel, and Sex Appeal that causes disgust and humor so the tourist attractions are not being interesting to travel.