Media Role in Promoting Tourism of Luang Prabang Capital

Abstract

This study was exploratory in nature and aimed to examine the role of the media in promoting ecotourism in Luang Prabang. A questionnaire was used as a data collection tool, with a sample of 685 tourists, and the data was analyzed using SPSS.

The results showed that the media plays a significant role in promoting Tourism of Luang Prabang Capital. Most tourists were aware of information about tourist destinations in Luang Prabang Capital through digital media channels, such as YouTube ( =5.00, S.D = 0.00), followed by Facebook ( =4.70, S.D = 0.18), and TikTok ( =4.30, S.D = 0.26). Television media ( =3.64, S.D = 0.25), followed by billboard media ( = 3.61, S.D = 0.27), newspapers ( = 3.52, S.D = 0.38), radio broadcasting ( = 3.00, S.D = 0.74), and brochures distributed to tourists (  = 2.98, S.D = 1.02).

Additionally, most tourists suggested that documentary media for various tourist destinations be created to be more diverse and modern (  = 4.27, S.D = 0.92). The presentation of tourist destinations through images was also considered important for promoting tourism, with a mean value of 4.24 and a standard deviation value of 0.98.