The Development of a Digital Communication Model for Driving Creative Tourism Based on Community Cultural Capital of Ban Sri Woen Chai, Si Songkhram District, Nakhon Phanom Province การพัฒนาต้นแบบการสื่อสารดิจิทัลเพื่อขับเคลื่อนการท่องเที่ยวเชิงสร้างสรรค์ บนฐานวัฒนธรรมชุมชนบ้านศรีเวินชัย อำเภอศรีสงคราม จังหวัดนครพนม
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This research aimed to 1) study and analyze community cultural capital potential for developing a digital communication model to drive creative tourism in Ban Sri Woen Chai, Si Songkhram District, Nakhon Phanom Province; 2) develop digital communication prototypes through digital photobook and Facebook fanpage for driving creative tourism based on community cultural capital; and 3) evaluate the effectiveness of the developed digital communication prototypes. Research and Development methodology was employed in conjunction with mixed methods research, collecting data from 10 key informants, 2 focus groups, 15 experts, and 400 tourists. The findings revealed that the community possesses distinctive cultural capital in riverside lifestyle, Buddhist traditions, and freshwater fishing wisdom. The developed digital communication prototypes a digital photobook entitled "Full of Merit + Happiness in 2 Dhammas" and a Facebook fanpage "Visit Nakhon Phanom: Village Life at Ban Sri Woen Chai" received excellent evaluation ratings (means of 4.56 and 4.59). After the implementation, the sample group demonstrated a significant increase in cultural capital value perception from 3.28 to 4.52 and tourism intention from 3.12 to 4.35 at the .05 significance level. This resulted in community product development, collaborative networks, and cultural preservation. The discussion revealed that the prototypes align with Transmedia Storytelling and Content Marketing concepts, creating co-value creation between community and tourists, though limitations in digital skills and sustainability were identified. The research demonstrates how integrating digital technology with cultural capital serves as a crucial mechanism in driving sustainable creative tourism based on cultural heritage.
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