Cultural Communication Model Via LINE Official Account for Sacred Temple Tourism Enhancement in Nakhon Phanom, Thailand

Abstract

Digital communication technologies have transformed tourism promotion, necessitating new cultural communication models for temple tourism in post-pandemic era. The purposes of this research aimed to 1) Develop the cultural meaning and communication model 2) Evaluate the suitability of the model 3) Determine tourists’ satisfaction toward the use of the model through the Line official account system.  This research was the qualitative study divided into 3 phases as follows: 1) Synthesising the model through the document synthesis techniques, 2) Assessing the suitability of the model  by 9 experts, and 3) The model was tried out with 492 tourists via Line official account.  They were selected using purposive sampling method. The data collection tools included 1) recordings and synthetic document forms, 2) suitability evaluation forms, and 3) satisfaction surveys on the usage system.  The results revealed that the cultural meaning and communication model through the Line official account system consisted of five components: 1) Attracting and interesting information, 2) Fundamental and necessary information, 3) A Reliable source of information, 4) Updatable information, and 5) Feedback information. The aforementioned model was found to be highly suitable for use and yielded a high overall level of satisfaction. The tourists' satisfaction with the development of the cultural meaning and communication model through the Line official account system was at a high level.