Go Najok App: Gamification for Marketing Communication to Promote Ho Chi Minh Trail Tours in Nakhon Phanom in Thailand
Go Najok App: Gamification for Marketing Communication to Promote Ho Chi Minh Trail Tours in Nakhon Phanom in Thailand

Summary/Abstract: This research employed a mixed-method approach combining qualitative and quantitative analyses. It aims to develop and assess the effectiveness of the Go Najok App and to explore its users’ satisfaction. Research methods in education, anthropology, and tourism were applied. The data collection involved 9 IT experts and 400 stakeholders and tourists. Research instruments included the application, the effectiveness assessment form, and the satisfaction survey. Data were analyzed using mean and standard deviation. It was found that the application contains five features: local history, homestay, chic-check-share, cultural styles, and games and challenge, being downloaded both by Android and iOS. Its effectiveness and users’ satisfaction were at a high level. The broader findings highlight the potential of gamification-based mobile applications in enhancing tourism marketing communication, engaging diverse user groups, and promoting local cultural heritage. These results suggest that similar digital solutions can be applied in other regions to support sustainable tourism development and stimulate local economies.

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