Development Print Media with Augmented Reality (AR) Technology to Enhance Awareness of Signature Dishes:A Case Study of "Farm Rak" Restaurant

Conference proceedings article

Authors/Editors

Strategic Research Themes

Creative and Learning Society (Strategic Research Themes)

Publication Details

Author list: สมหญิง กำเหนิดทอง, พัชมน อิงคนันท์, ภัทรานิษฐ์ สุวรรณรัตน์, สรัญญา เชื้อทอง, สุรพล บุญลือ, กุลธิดา ธรรมวิภัชน์

Publication year: 2024

Start page: 695

End page: 706

Number of pages: 12

URL: https://drive.google.com/file/d/1Lg_YXQmN0Yh4msEAfQVzVGIepmoE5Bk8/view

Languages: Thai (TH)

Abstract

This research aimed to (1) Explore the demand for print media with Augmented Reality

(AR) technology to promote awareness of signature dishes, with a case study of "Farm Luck
Restaurant." (2) Develop and assess the quality of the media created. (3) Assess the awareness
of the sample group toward the developed media. (4) Assess the satisfaction of the sample
group with the developed media. The tools used in the study include: (1) A survey to explore
the demand for media (2) A quality assessment form. (3) An awareness evaluation form. 4) A
satisfaction evaluation form regarding the use of print media integrated with AR technology.
The sample group for this study included 30 individuals who had consumed various products
from Farm Rak Restaurant was also selected by accidental sampling. The statistical methods
used for data analysis include frequency, percentage, mean, and standard deviation. (1) The
study results found that: (a) There was a significant demand of the sample in two aspects:
100% interest in using new technologies to promote awareness, and (b) A high level of interest
in AR technology 53%. (2) The content quality assessment was rated at a very good level
(x̅= 4.69, S.D. = 0.48), the media quality was rated at a very good level (x̅= 4.54, S.D. = 0.44).
(3) The overall awareness assessment was rated at a high level (x̅= 4.48, S.D. = 0.71). (4) The
satisfaction assessment was rated at the highest level (x̅= 4.56, S.D. = 0.80). It could be
concluded that, the develop media could be used in practical.

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