This research aimed to investigate and analyze the utilization and development of an intelligent communication platform for investment promotion under Thailand’s Board of Investment (BOI). The study focused on three core aspects: (1) users’ knowledge, attitudes, and skills in using the platform; (2) the process of platform acceptance based on the Technology Acceptance Model (TAM); and (3) strategic recommendations for enhancing and sustaining the platform's effectiveness. A mixed methods approach was employed. The qualitative phase involved in-depth interviews with 44 participants from four key stakeholder groups: platform developers, platform users, communication officers, and academic/technical experts. In parallel, a quantitative survey was conducted using stratified sampling. An online questionnaire was distributed to users who had received services or information from the BOI communication platform, yielding 150 responses. Findings indicated significant gaps in user access, comprehension, and trust in the system. Recommendations emphasized the need for user-centric design, interactive communication tools, and the integration of smart technologies such as chatbots, real-time notifications, and tracking dashboards. The study proposes “Vannipa’s Model” as a practical framework for developing intelligent public-sector communication platforms that promote transparency, engagement, and long-term service sustainability.

Authors:
Vannipa Pipupchaiyasit, Sukhothai Thammathirat Open University, Thailand

About the Presenter(s)
Ms. Vannipa PIPUPCHAIYASIT is currently a Regional Director of Investment and Economics Center 3 (BOI Regional Center 3), Thailand Board of Investment, the office of Prime Minister Office.

See this presentation on the full schedule – Tuesday Schedule

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