Metaverse Era: Digital Media Technology Strategies for Brand Communication -  A case study of Jingxing

fen Li Ren; Sabrina Mohd Rashid; Normahfuzah Ahmad

doi:10.54517/m8234

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Metaverse Era: Digital Media Technology Strategies for Brand Communication - A case study of Jingxing

fen Li Ren, Sabrina Mohd Rashid, Normahfuzah Ahmad

Article ID: 8234
Vol 6, Issue 4, 2025

DOI: https://doi.org/10.54517/m8234

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Abstract

The integration of metaverse technology in tourism destination development has become an industry consensus, with numerous destinations utilizing immersive interactive experiences to inject vitality into tourism. However, existing research has insufficiently addressed how digital media technologies in the metaverse era drive tourism destination brand communication. Focusing on the Jingxing tourism destination, this study addresses its current challenges including superficial cultural experiences, unidirectional communication patterns, and fragmented technology application by proposing innovative brand communication strategies utilizing digital media technologies. Based on the Uses and Gratifications Theory and employing content analysis and in-depth interviews, the research demonstrates how the immersive and interactive characteristics of digital media technologies align with users' deep-seated cognitive, emotional, and social needs. Building on this foundation, the study constructs a four-dimensional strategic system centered on immersive narrative experiences, interactive co-creation platforms, technology ecosystem integration, and sustainable operations. Through VR/AR scene reconstruction, UGC community co-creation, digital asset distribution, and virtual-physical integration models, this system aims to transform Jingxing from a geographical destination into a cultural IP and emotional connection space, ultimately achieving a paradigm shift in brand communication from one-way dissemination to user-driven engagement and from information delivery to value co-creation, thereby providing theoretical references and practical pathways for the digital communication of similar cultural heritage tourism destinations.

Keywords

Metaverse; Digital Media Technology; Jingxing Tourism Destination; Brand Communication

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Director, Institute for Metaverse, Nanjing University of Information Science & Technology, China

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Academician, Chinese Academy of Engineering, China

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