BANGKOK, Aug. 6 – Tourism Authority of Thailand (TAT) in collaboration with Yggdrazil Group, developer of the Home Sweet Home game series, and Ogilvy Company (Thailand) launched The Hunt for Amazing Cultures campaign using An online game that connects players around the world, presents Thai Soft Power, culture and beliefs to target Gen Z, Gen Alpha and Native Digital tourists who are potential groups in the future. Hope to change the experience from the game to travel in Thailand
Mr. Nithee Siphare, TAT Deputy Governor for Digital Research and Development, said that TAT aims to upgrade the tourism industry to a fully digital era. by applying new technologies That meets the lifestyles of Gen Z, Gen Alpha and Native Digital tourists. The potential groups in the future include various online games as a communication channel, presenting information, as well as selling interesting tourist routes in Thailand to these target groups. that
The Home Sweet Home game series is a thrilling adventure game developed by Thai people. There are contents about culture, beliefs, and Thai soft power through story telling. Weave stories that have been published until becoming famous and popular with gamers through more than 800,000 downloads worldwide.
Therefore, TAT has formulated a Digital as Game Changer strategy to create changes in the tourism industry in a new dimension towards Smart Tourism by utilizing the potential of Thailand’s Soft Power combined with digital technology. to penetrate the target group High potential and market value markets include game enthusiasts or gamers, mainly Gen Z, Gen Alpha and Native Digital, to inspire players to transform their gaming experiences into journeys. real in Thailand Including creating opportunities to disseminate tourist information to target group through online games
In collaboration with Yggdrazil Group, developers of the Home Sweet Home game series, and Ogilvy (Thailand) Co., Ltd., the launch of The Hunt for Amazing Cultures campaign between June 1 and August 15, 2023 to connect networks. Players around the world together with the game Home Sweet Home : Online that has been developed to meet the needs of players more to present attractions, beliefs, superstitions, folk tales, amulets, talismans and household items as part of A narrative that takes players on a journey to discover the culture, beliefs, superstitions and folk culture of Thailand. Ready to solve puzzles to win various prizes and the special thing is TAT Will support the production of media and present public relations information about Soft Power and tourism in Thailand as a seamless part of the game, such as character costume design through item selection Costumes, Weapons, Special Abilities Items related to Thai folk culture and superstitions such as Khaosan Rosary, consecrated medicine, amulet, Phra Khun Paen Maha Sanae, cat’s-eye diamond, Tiger’s Fang, Prai oil, Lek Lai, Takrut, beeswax, etc.
as well as presenting scenes in the game as interesting tourist attractions from 5 regions of Thailand such as Phimai Historical Park, Nakhon Ratchasima Province, Northeastern Region, Khum Khun Phaen Province, Suphan Buri Province, Central Region, Hal Bala Forest, Yala Province, Southern Region, etc. play in harmony
According to a satisfaction survey of game participants, it was found that Participants were most interested in national park attractions, while 1/3 of gamers preferred Thai street food and Thai festivals. The one that gets the most attention is the Songkran Festival.
TAT expects that there will be at least 500,000 people interested in participating in the game, and at least 900,000 people are aware of Thai tourism – times. can be a channel and a tool to effectively promote Thai Soft Power and reach target groups in the future.
Source: Thai News Agency