COMMUNICATION OF METAVERSE INNOVATION POLICY FOR KOH SAMUI TOURISM

Abstract

The objective of this research were to study the communication of policy on meta-verse innovation for tourism in Koh Samui Island. It focuses on 1) policy communication and                     2) communication strategies for meta-verse innovation. This is a qualitative research that selects specific data providers directly involved in communication of policy on meta-verse innovation. The research involved 16 individuals, and the research tool used was in-depth structured interviews. Data analysis was conducted by generating conclusions. The research findings are as follows: 1) The tourism promotion policy utilizes meta-verse innovation and technology as tools for the digital era by utilizing virtual reality technology to implement national tourism strategies, enhancing competitiveness, and upgrading the digital infrastructure and information according to the national tourism development plan. 2) The policy direction emphasizes presenting the value of natural resources, arts, culture, traditions, local cuisine, and products using meta-verse innovation and technology. 3) The communication of the policy promotes meta-verse innovation through campaigns such as "Rediscover Thailand" and "Phuket Sandbox," as well as the "Meta-Verse Koh Samui" platform to communicate meta-verse innovation to target tourists worldwide. 2) The communication strategies include: 2.1) sender strategies using influencers and influential figures in the online world, such as celebrities, net idols, and meta-verse experts, to provide knowledge about meta-verse innovation and create motivation; 2.2) content design strategies and creating avatars representing meta-verse users that align with target groups, such as cartoon characters for the younger generation; 2.3) media usage strategies using user-friendly platforms to clearly showcase tourism destinations, access accommodations, and restaurants in Koh Samui.