In the term of edutainment which is currently defined as the helper for social and health problems, this paper is intended to empirically apply the conceptual framework of edutainment to evaluate the behavior of young tourists who attended to the Zoo Kid Zone in Chiang Mai zoo, Thailand. Additionally, the empirical practice done in this paper is conducted directly to investigate the capability of the students who are above 15 years old to understand the edutainment concept by doing activities in the Zoo Kid zone for suggesting efficient plans to the policy makers. Methodologically, 355 young tourists are sampled to analyze by the descriptive and statistical approaches for clarifying the correlation between edutainment activities in the kid zone and tourists' perception and adoption. The results were obvious that the sampled people misunderstand the edutainment concept and they did not realize this issue in daily life. Consequently, these results will be the crucial work that empirically explains the recognition of edutainment travellers should be mentioned and implemented for improving the higher standard of the kid sector in Chiang Mai zoo. Furthermore, the pilot practical results in this paper will be the useful application for other zoos around Thailand that similarly have kid zone activities.
Benjaporn Thongkaw, Maejo University, Thailand
Jirachai Yomkerd, Maejo University, Thailand
Stream: Curriculum Design & Development
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