BRANDING METAVERSE BERPERAN SEBAGAI INOVASI KOMUNIKASI PARIWISATA UNTUK MENDORONG KEUNGGULAN DESTINASI CANDI CETHO KARANGANYAR

Abstract

The rapid growth of digital technology is transforming tourism communication plans from traditional promotional styles to more interactive and immersive digital experiences. One such innovation is metaverse branding, which combines virtual reality (VR), augmented reality (AR), and 3D spaces to create immersive destination visits. This paper examines how metaverse branding works as a new tourism communication plan, examines whether it helps build a better image and a strong brand image for Cetho Temple in Karanganyar, and explores the potential opportunities and challenges associated with its use in cultural travel projects. A qualitative descriptive method was used, using interviews, observations, and literature review to obtain data. Data were checked using the Miles and Huberman method through open coding, middle coding, and final coding. The results show that the current communication plan for Cetho Temple is largely confined to social media and traditional promotional tools, despite the digital shift in development. Metaverse branding has the potential to enhance people's knowledge of a place, differentiate it, and define it through online travel, digital storytelling, face-to-face exploration, and immersive cultural games. Furthermore, metaverse branding can give the world a competitive edge by attracting younger generations, particularly Gen Z and millennials, who are highly digitally savvy. However, its implementation faces numerous barriers, such as low funding, weak technological governance, and a lack of staff trained in AR/VR skills. This research finds that metaverse branding offers promising advancements in tourism messaging that could enhance the competitiveness of destinations like Cetho Temple if strong collaboration between destination leaders, government agencies, and technology developers is established.