DEVELOPING AN AI-DESIGNED LINE STICKER SET FOR COMMUNICATING CULTURAL TOURISM ACROSS THAILAND’S FOUR REGIONS

Abstract

This research aimed to 1) Study the formats and content for the development of a sticker media set, 2) Develop the sticker media set, and 3) Examine the outcomes of using LINE stickers designed with artificial intelligence technology (AI) for Thai cultural tourism communication across the four regions of Thailand. A mixed-methods research approach was employed, integrating quantitative results to support the qualitative findings. The quantitative phase utilized a questionnaire as the research instrument. The sample consisted of 80 LINE application users residing in Udon Thani Municipality who had graduated in communication arts and digital media in 2024, selected through a purposive two-stage sampling method, data were analyzed using means and standard deviations. In the qualitative phase, an interview was conducted with nine key informants who were experts in digital media and AI design, digital communication, and tourism communication, selected through a purposive sampling method, the data were analyzed using content analysis and presented descriptively. The research findings revealed that 1) The overall needs for formats and content of the AI-based LINE sticker media set were at the highest level (Mean = 4.77, S.D. = 0.40), the desired formats and content included iconic tourist attractions, local dialects, traditions or major activities, and symbolic elements representing each region, 2) The development process consisted of five steps, namely analysis, design, development, implementation, and evaluation, 3) The overall effectiveness of the sticker media set was rated at the highest level (Mean = 4.67, S.D. = 0.52), and 4) The overall user satisfaction with the sticker media set was also at the highest level (Mean = 4.55, S.D. = 0.58).