Conquering Wong-Prachun Mountain: The Power of Storytelling in Tourism Campaign “A Love Lock as a Vow of True Love"

Abstract

This study analyzes the storytelling within the tourism campaign "A Love Lock as a Vow of True Love" which was created to promote religious tourism at the significant religious site of Wong-Prachun Mountain in Lopburi. This campaign challenged tourists to bring a partner of any kind and embark on a mission to climb 3,790 steep steps to reach the top of Wong-Prachun Mountain. At the summit, they pledged their eternal love by attaching a love padlock at a designated spot location, symbolizing their unwavering love. Data was garnered through studying campaign promotional materials, relevant textbooks and research, non-participatory observation, and interview. The analysis draws on narrative theory proposed by Todorov (1969) and Freytag (1895). The study found that the tourism campaign "A Love Lock as a Vow of True Love" is designed as if it were a romantic drama, following a dramatic plot structure proposed by Todorov and Freytag. Tourist couples take on the role of the main characters, with a plot resembling that of a typical love story. It ties in with the idea of couples overcoming obstacles to prove their true love by climbing 3,790 steps to lock their love padlock at the top of Wong-Phrachan Mountain, symbolizing true love and serving as the finale of this love story. The dramatic plot structure comprises 5 acts: exposition, rising action, climax, falling action, and resolution. At the heart of the story is the power of love, where the lovers continue to endure the hardship for the sake of their bond. Despite the struggles, their love for each other demonstrates that love conquers all.