Preserving cultural heritage through instruction and digital innovation: A Mixed-methods approach to marketing community products inspired by mural art in Suphanburi province, Thailand
Year: 2024
Type: article
Abstract: This study employs a mixed-methods approach, incorporating both qualitative and quantitative research methodologies. This research aims to combine research and instructional practices to improve the preservation of arts and culture in community product marketing communications by leveraging digital technology. The research utilizes findings from a study of mural paintings in Suphanburi Province to develop creative products that support tourism within the community economy. The initiative has resulted in the creation of innovative products derived from mural paintings, including paper stencil frames from Wat Pratoosan and Wat No Bhuddhangkun, as well as twelve zodiac-themed shirt designs from Wat Chi Pa Khao in Suphanburi Province. We have implemented instructional integration to foster the preservation of arts and culture within a business promotion platform context. The sample specifically comprised 32 students from the Information Technology program who registered for the Business Promotion Platform course in the first semester of the academic year 2023. The purpose of this sample group was purposive sampling, which facilitated the development of promotional video clips to enhance marketing communication for community products utilizing digital technology. We used two instruments for data collection: 1) creative products from mural paintings, which we developed into PR video clips, and 2) a questionnaire from Suan Dusit University's e-assessment system to gather opinions on instruction. This approach encourages students to engage in academic service to the community, thereby providing a channel for marketing and communicating community products inspired by mural paintings. The outcomes of this research have facilitated the development of creative products, such as postcards, cloth bag designs, magnet pins, and the twelve zodiac shirt designs. We have also created and disseminated 32 promotional video clips via YouTube, and shared students' work through a single Metaverse system. The level of satisfaction regarding the integration of research and instruction has been notably high, with satisfaction in theory at 80.57 percent and in practice at 81.8 percent. The community has gained enhanced avenues for disseminating and promoting community products through digital technology.
Language: English
Subfield: Visual Arts and Performing Arts
Field: Arts and Humanities
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
Funder: Suan Dusit University
OpenAlex ID: W7220177869