The Development of Print and 3D Animation Media Entitled Commercial Deer Farming to Support Agro-tourism 4.0 Business for Chinese Speaking
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Abstract
Nowadays, Agro-tourism 4.0 is one of the attractive tourism models which produces incomes for entrepreneurs and the surrounding community. Pakdee Farm is one of the Agro-tourism destinations that runs business in commercial deer farming and tourism. However, but it lacks suitable media for giving information of commercial deer farming and Agro-tourism. This research aimed 1) to develop print media and 3D animation entitled Commercial Deer Farming in Chinese to support Agro-tourism 4.0 business, and 2) to evaluate quality of developed media to promote their positive perceptions and understanding of the tourist destination in Agro-tourism 4.0 from Chinese tourists and other visitors who are Chinese speakers. Focus group discussion was conducted with 7 people including Pakdee farm entrepreneurs, farm workers, community leaders, and academic officers selected by purposive sampling. A sample of 53 Chinese tourists and those who use Chinese language for communication was selected based on convenience sampling. Microsoft PowerPoint, Canva, QuickTime Player, ZBrush 4R6, Autodesk Maya, and Adobe Premier Pro were used as tools to develop print media and 3D animation. The instruments used for this research were in-depth interview questions and a questionnaire to evaluate quality of the print media and 3D animation. The obtained data were analyzed using percentage, mean, and standard deviation. The print media and 3D animation entitled Commercial Deer Farming in Chinese developed as a result of this study consists of 4 parts. These include backgrounds of commercial deer farming and tourism, deer farm system and management, problems and obstacles in deer farming business, and products made from deer. This research also found that quality of both print media and of the 3D animation was rated at a high level with an average of 4.44 and 4.37, and standard deviation of 0.46 and 0.40; respectively. Results of this research can promote and create positive image of Agro-tourism 4.0 business in community. Furthermore, it can serve the needs of tourists of Chinese speakers and other independent travelers in the future.
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