Title: Integrated media for public relations of promoting a local product to global markets: a case analysis on Thai food

Authors: Cherdpong Kheerajit; Sarinya Paisarnsombat; Narong Sompong

Addresses: Department of Agricultural Extension and Communication, Faculty of Agriculture at Kamphaeng Saen, Kasetsart University Kamphaeng Saen Campus, Chang Wat Nakhon Pathom 73140, Thailand ' Department of Earth Sciences, Faculty of Science, Kasetsart University, Krung Thep Maha Nakhon 10900, Thailand ' Department of Educational Technology, Faculty of Education, Kasetsart University, Krung Thep Maha Nakhon 10900, Thailand

Abstract: This research aims to disseminate and promote Thai food to global market using the integrated media includes video, website, application and publication with Augmented Reality (AR). The studies were held in Japan and the USA. After the samples were exposed to the integrated media, the evaluation forms were used for evaluating their opinions toward the media. The results showed that the participants are mostly satisfied with the AR as well as the contents and the usefulness of the media at the high level. Moreover, the results showed that the integrated media can implement the promoting of Thai food businesses.

Keywords: Thai cuisine; media development; media evaluation.

DOI: 10.1504/IJEPEE.2019.099729

International Journal of Economic Policy in Emerging Economies, 2019 Vol.12 No.2, pp.190 - 197

Received: 27 Jul 2018
Accepted: 17 Oct 2018
Published online: 20 May 2019 *

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