Presentation Schedule
Strategic Media Production for Tourism Promotion in Bangkok, Thailand: A Case Study of ‘Taste and Trails City Run Banthat Thong’ (109376)
Session Chair: ÇAĞRI BARIŞ Kasap
Thursday, 18 June 2026 14:05
Session: Session 3
Room: Room 116 (1F)
Presentation Type:Oral Presentation
This study aims to examine the strategic media production process for tourism promotion in Bangkok, Thailand, through a case study of “Taste and Trails City Run Banthat Thong.” This urban running event integrates food experiences, cultural elements, and local community lifestyles along Banthat Thong Road. A qualitative research approach was employed to gain an in-depth understanding of media production strategies and experiential outcomes. Data were collected through in-depth interviews with local residents, community members, and runners, as well as participant observation during the event and content analysis of promotional media. Participants’ perceptions and experiences were also incorporated into the analysis. The findings reveal that the strategic media production process for tourism promotion in the context of urban running events consists of three key stages: (1) concept development and identity formation, emphasizing place-based experiential design through co-creation with long-term community members, enabling a deeper understanding of the area’s history, practices, and cultural nuances; (2) media design and storytelling through route-based experiences; and (3) media dissemination via digital platforms, particularly social media, which plays a crucial role in enhancing awareness and participant engagement. Furthermore, the study highlights that the integration of experiential tourism concepts, gamification, and community participation significantly enhances participant experiences and contributes to shaping the area’s image as a creative tourism destination. This research demonstrates the potential of strategic media production in driving urban tourism and suggests its applicability to similar contexts for sustainable tourism development.
Authors:
R-titaya Supsinwiwat, Srinakharinwirot University, Thailand
Khuttipong Namjarutjareonkit, Srinakharinwirot University, Thailand
Pasraporn Phandech, Srinakharinwirot University, Thailand
Sarisa Natesawang, Srinakharinwirot University, Thailand
Duangnapha Binloy, Srinakharinwirot University, Thailand
About the Presenter(s)
Dr R-titaya Supsinwiwat is a University Assistant Professor/Lecturer at Srinakharinwirot University in Thailand
See this presentation on the full schedule – Thursday Schedule
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