Topic Promoting tourism destination via thai television drama

Nội dung text: Topic Promoting tourism destination via thai television drama

1. Sirilak Sriphachan/ No.19_Dec 2020|p.121-128 Tourism Authority of Thailand expects that 40 can be classified as the visitors of film induced million tourists will visit the country in 2019. At tourism. Indeed, we do not really know whether least B3.4 trillion in revenue or the rise by 10% is their decision has been made either because they anticipated to be made from both the international have been impressed by the love story between the and domestic travelling markets this year (Thailand female and male protagonists (a Vietnamese girl Tourist Arrivals. 2019: Unpaged; Thai Life. 2018: called Huang Mei and Thai man called Muang- Unpaged). Because the business plays an important man), or because they just want to take a look to economic role, tourism has always become part of make sure that this ancient Vietnamese city appears Thailand’s top agenda. to be scenic, magical, romantic, similar to or Although the success of tourism industry in different from what they could feel or see from the Thailand has often been recognized locally and film or not. universally, the fruitful outcomes of the business As elaborated in Film-induced Tourism: can only be attributed to the tourist attractions Inventing a Vacation to a Location, more and more located in the North, South and the Central tourists had visited the places which had been Regions. Rarely have the Northeastern or Isan projected through films and television series destinations been popularly visited by either Thai or without any tourism promotion campaigns launched alien travellers. Tourism in this region lagged by both the government and non-government behind other areas. The unproductive results of agencies. The phenomenon is understandable tourism in the Northeast may be caused by an because favorable images of the destinations shown ineffective management leading the region to on these films and TV dramas impact a great deal become the least visited position in the country. To on traveller’s destination choice. The knowledge fix this problem, according to James Higham’s concerning certain aspects of the places such as Thailand: Prospects for a Tourism-led Economic their nature, culture, and people is provided to the Recovery the “Amazing Isan” campaign was launched in order to promote the inexpensive filmgoers or TV drama viewers. Subsequently, the destinations of this unfortunate tourism Thai zone. notions obtained through watching films will Nevertheless, tourism incomes in the Northeastern influence the viewers’ attitudes towards the part is still regarded as lower than the average in presented locations. Consequently, their interests in comparison to those obtained in more popular these destinations will grow driving them to pay a tourist attractions in other regions. Owing to these genuine visit to the shooting places of these motion reasons, this paper proposes and addresses the pictures [4.p.34] deployment of Nakhi or other TV dramas and It is undeniable that movie or TV drama motion pictures filmed in the Northeast to be an locations can draw travellers’ attention and alternative and entertaining tool to influence and interests. Psychologically, movie locations can boost tourism business in the Northeast, Thailand appeal to tourists because, like the movies, they [3,p.129-143]. bestow an escape or a fantasy world to visitors. Discussion Besides, visiting the real places enable the viewers Film induced tourism is a new form of to turn the intangible or imaginative experiences travelling business. It engages the journeys to any gained from watching dramas to be the tangible or destinations which are featured through motion concrete experiences. In other words, visiting the pictures on television, video, cinema or computer real places gives viewers a more realistic sense to screens. Travellers who take part in this kind of them than just appreciating the visual images from tours have been inspired by the places they have the flicks. As added in the study performed by viewed in the films. As a result they would like to Rewtrakunphaiboon, an intangible visual directly experience and relate themselves more to experience is available from the movies while the films by visiting the movie locations, film sets, taking a look at the real movie sets and film or the film theme parks. Tourists who decide to go locations in person provides something truer to to Hoi An, Vietnam, after they have watched Thai visitors. For these reasons, there has been a TV drama Hoi An . . . Chan Rak Thur, for instance, growing phenomenon that tourists visit destinations 124
2. Sirilak Sriphachan/ No.19_Dec 2020|p.121-128 the characters, or other respects of the films, it was neighboring countries. Based on the agreements certain that these tightly bonded viewers would take among the governments, the infrastructure a trip to visit the filmed locations (2003: 1-22). development projects have been constructed while It is discernible that the featuring of the the cross-border, customs, and immigration locations together with plot, songs and celebrities in agreements have been made in order to facilitate the film can motivate the viewers to take a tour at transactions among these neighboring ASEAN the settings of the film. As a matter of fact, the nationalities. Therefore, all Thai and alien travelers projection of the places in the films are not who want to get around the major cities of the beneficial for boosting the number of tourists to Northeast are conveniently provided with either the visit only the filming locations. In addition to land, water or air transports. inducing tourism, films can be employed to Apart from containing the tourist attractions like promote different aspects of the places or the those which had been used as the filming locations communities. As reported by tourism and for Nakhi, this part of Thailand also embodies hospitality scholars, governments and non- reputable religious, cultural and historical government sectors can deploy films to create uniqueness. Thus, it can be said that the Northeast positive awareness, knowledge, and perception can fulfill different interests of all types of visitors. concerning local or national food, products, In terms of religion, for instance, many renowned landscape, scenery, language, education, culture, Buddhist monks of the country came and come the society and so on to the viewers or filmgoers. from the Northeast: Luang Bu Man Bhuridatta, By familiarizing them with the favorable images of Luang Bu Chah Subhaddo, Luang Por Koon these items, other forms of tourism can be Bhurisutto, Luang Ta Maha Bua Yanasampano, etc. instigated and blended in film-induced tourism: Their monasteries and stupas scatter around Isan or shopping tourism, ecotourism, culinary tourism, the Northeastern territory. For these reasons, their cultural tourism, sports tourism, medical tourism, believers, both Thais and foreigners, have regularly you name it [7,p.123]; [8,p.524-540]. launched Dharma tours to visit these religious Consequently, in light of promoting tourism in the sanctuaries where the revered Buddhist monks Northeast, Thailand, many unique, exotic, and used/use to practice their religion or teach their outstanding qualities of this region, particularly Buddhist followers. Besides paying homage to those which are unavailable from popular these respectable monks/their statues and making attractions in other regions, should be highlighted merits, these Dharma tourists, like most pilgrims, and presented in the films. Furthermore, to make it may learn to meditate to gain peace and develop work in practice, it is advisable that local their spiritual progress by visiting these holy places. governments or private sectors in the Northeast Regarding the Northeastern cuisine, although should join hands to support and enhance film Isan dishes are spicier and more pungent than those producers and studio owners to showcase and of other regions, the popular local ones are usually incorporate these favorable aspects of their region confirmed to be not only tasty but also useful for into their films. our body and very easy to make. As reported in Generally, the location of the Northeast “The 15 Healthiest Thai Food Dishes In Thailand,” provides a lot of promising opportunities for both a foreign boxer and columnist who has been living domestic and international businesses including in Thailand for years has confirmed that the local tourism, and hospitality industry. Bordered by dishes from the Northeast, Thailand, are “healthier Mekong River and Laos to the north and east and and more simple fare” (Ben. 2017: 1). When Cambodia to the south, the region has been coming to the Northeastern territory, travelers are established as one of Thailand’s Special Economic recommended to try all these dishes: Papaya Salad Zones. This means that some provincial areas of the with Plara (fermented preserved fish) and Grilled Northeast can be deemed the gateways to connect, Chicken or Grilled Fish, Om, Bamboo Shoot Soup scaffold, and exchange multilateral investment, and Yanang Leave Extract, Fried Plasom, Mok and trade, education, culture, as well as tourism with the Isan Sausages. Usually, the Northeasterners will 126
3. Sirilak Sriphachan/ No.19_Dec 2020|p.121-128 procession of the decoratively molding and fashion to most festivals, folk music, cultural sculpting candles is launched in this event. performances, exhibition with sales of local To make the cool season more virtuous and products, beauty pageant, games, you name it, are enjoyable, Wax Castle Festival in Sakon Nakhon is certainly be available for visitors and onlookers to highly recommended to take part in. In opposition merely take pleasure, to learn from, to shop or do to Ubon Ratchathani’s Candle Festival, this business with (Highlighted Festivals in Northeast religious event is held at the end of Buddhist Lent (Isan). 2018: Unpaged). i.e. around October. Participants of the festival will According to Movie Effects on the Image of be fascinated by the parading of intricately carved Thailand among College Student Travellers, wax castles. Ancient boxing dance, traditional watching film alone did not guarantee that viewers music, performance, and ethnic peoples in their would take a trip to the filming locations they saw unique costumes can be witnessed in these parades. on the screen. As added in the same study, the After Sakon Nakhon’s Wax Castle Festival, places featured in the movies could draw the public travelers may visit Nong Kahai Province to observe to travel to the shooting destinations only when the Bang Fai Phaya Nak or Naga Fireballs taking place films happened to receive phenomenon success annually around mid-October in the full moon night (Siriangkul. 2005: 361). Indeed, studies have shown of the eleventh lunar month. According to the belief that people make a decision to go somewhere of the villagers, the great male serpent or Naga owing to numerous intentions: holiday, recreation, inhabiting in the river will light and shoot the balls business, health, study, missions, religion, sports of fire out off Mekong River to be burnt in the air. and/or meeting friends and family. Either for This mysterious and supernatural act is considered pleasure or business or for both reasons, it has been by the believers as the devotion to show respect to reported that people who travel need to satisfy their the Lord Buddha. curiosity and inquisitiveness. They travel to get Before the end of the year, Phimai Festival in away from routines in their lives. They seek to do, Nakhon Ratchasima and the spectacular Elephant discover and experience something different. In so Round-up and Elephant Show in Surin will delight doing, factors which will influence them to choose and warm the visitors up from Thailand’s cold the destinations for their journeys incorporate these weather during November. Like most festivals, the attributes: natural features, climate, social former event showcases light and sound characteristics, general infrastructure, basic services presentation, musical shows, cultural performances infrastructure, tourism superstructure, and sales of local products. In the latter one, transportation access and facilities, cost, economic travelers will be excited by the taming of more than and social ties and uniqueness (religious center, one hundred gigantically wild jumbos and their distinct geography, for example) including attitude talents in the mock battle, soccer, etc. In late toward tourists [6,p.2-7] November to the beginning of December, Silk, According to Movie Effects on the Image of Phuk Siew and Red Cross Fair is held in Khon Thailand among College Student Travellers, Kaen. Unlike the previously mentioned events, in watching film alone did not guarantee that viewers this festival visitors can take part in the friendship would take a trip to the filming locations they saw making ceremony (Phuk Siew), enjoy Northeastern on the screen. As added in the same study, the style dinner, palaeng, cultural procession, silk places featured in the movies could draw the public weaving, sales of silk and other local products as to travel to the shooting destinations only when the well as witnessing the beauty contest. Winter films happened to receive phenomenon success Flower Fair in Phu Rua District of Loei and Isan (Siriangkul. 2005: 361). In compliance with the Grand Kite Festival of Burirum will help visitors to results reported in Siriangkul’s article, several merrily bid goodbye to the end of the year. In research projects have shown that people make a December, spectacular parade and sales of flowers decision to go somewhere owing to numerous and plants are the major presentations in the first intentions: holiday, recreation, business, health, event while the second one will showcase kite education, missions, religion, sports and/or meeting flying competition as its highlight. In similar 128
4. Sirilak Sriphachan/ No.19_Dec 2020|p.121-128 QUẢNG BÁ ĐIỂM ĐẾN DU LỊCH QUA PHIM TRUYỀN HÌNH THÁI LAN Sirilak Sriphachan1 Article info Abstract: Du lịch có tác động lớn đến các nền kinh tế quốc gia. Ngành công nghiệp này Recieved: đã được sử dụng như một công cụ để tăng tổng sản phẩm quốc nội của nhiều chính phủ. Gần đây, việc thông qua các bộ phim để quáng bá du lịch đã trở 03/09/2020 thành một xu hướng rất phổ biến. Tuy nhiên, lĩnh vực nghiên cứu này có thể Accepted: được coi là một mô hình mới trong số các học giả về Du lịch và Khách sạn 10/12/2020 Thái Lan. Do đó, trong bài viết này, tác giả tìm hiểu và thảo luận về loại hình du lịch này. Mục đích chính của nghiên cứu này tập trung vào cách các bộ phim truyền hình và phim truyền hình Thái Lan có thể được sử dụng để quảng bá các điểm đến du lịch ở vùng Đông Bắc, Thái Lan. Kể từ Nakhi, một bộ Keywords: phim truyền hình nổi tiếng năm 2016 và Nakhi 2, bộ phim được sản xuất năm Du lịch, phim cảm ứng du 2018 đã được thực hiện ở các địa điểm Đông Bắc, bài viết này mô tả các hiệu lịch, phim truyền hình ứng suy đoán của cả hai hình ảnh chuyển động về kinh doanh du lịch của khu vực. Hướng dẫn về việc sử dụng ảnh hưởng của bộ phim để quảng bá du lịch cũng được đưa ra. 130