Presentation of cultural content of Thai television dramas and satisfaction in traveling in the footsteps of cultural television drama series in Phra Nakhon Si Ayutthaya Province, Thailand

This research aimed to study the presentation of cultural content of Thai television drama series for the promotion of Thai tourism and to study the satisfaction of tourists who came to travel in the footsteps of cultural television drama series in Phra Nakhon Si Ayutthaya Province, Thailand. The research design was mixed method consisting of 2 phases. The first phase was qualitative research. The technique used was in-depth interviews with a group of people involved in the production of television drama and a group of 18 experts/academics. The second phase was quantitative research conducted with cultural tourists in Phra Nakhon Si Ayutthaya Province who had watched at least 1 Thai cultural television drama. Statistics used in research were mean, S.D., and T -test results. Study results revealed that 1) cultural content was presented in 3 ways: through components of television drama, lifestyle in the storyline of television dramas and television drama filming techniques 2) the overall tourist satisfaction of traveling in the footsteps of cultural television drama was at a high level. When considering satisfaction in each aspect, it was found that the tourists were also highly satisfied, mostly with cultural attractions and least with access to tourist attractions 3) data analysis found that, overall and in each aspect, differences of satisfaction level between that of Thai and foreign tourists who came to travel in the footsteps of cultural television drama in Phra Nakhon Si Ayutthaya were not significant.