Content Creation and Storytelling Strategy Analysis in Short-Form Videos Influencing Performance: A Case Study of the 'Noon Pa Gin !! ' TikTok Channel

Abstract

This creative research employs descriptive analysis to promote gastronomic tourism through a series of 30 short-form videos on the 'Noon Pa Gin !! ' TikTok channel, recorded from May to August 2025. The study integrates empirical digital evidence derived from TikTok Analytics. The objectives were threefold: 1) to analyze the creation of short-form video content for promoting gastronomic tourism in Chiang Mai 2) to identify successful content presentation strategies and 3) to evaluate content performance through data analytics. The findings reveal that the cornerstone of effective content creation lies in the proactive integration of local identity-specifically through the Northern Thai dialect-coupled with modern media techniques. Key success factors include the use of trending soundtracks and process-oriented storytelling that prioritizes visual and auditory experiences, notably without the physical presence of the creator. This approach fosters a sense of intimacy and authenticity, resulting in an average engagement rate of 4.97%, categorized as 'Good.' This study contributes a 'Success Model for Local Tourism Communication on Short-Form Video Platforms,' highlighting the necessity of balancing linguistic identity with concise visual techniques to enhance user perception.