Abstract:
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The objectives of the research on Brand Development of Destinations in
Community Culture: Case Studies of Ancient Community Markets in the Suphanburi
Basin were 1) to study the local destination brand identity in the ancient market
communities of Kao Hong and Sam Chuk in Suphanburi, Thailand; 2) to analyze the
branding processes of these two ancient market communities as tourist destinations.;
3) to develop guidelines for other ancient market communities in Thailand to
effectively brand themselves as tourist destinations; From The case studies of Sam
Chuk and Kao Hong in the Suphanburi Basin describe the change from being centers
of trading to being successful tourist destinations The case studies revealed how
processes for cultural heritage conservation were developed by the community,
accepted by the community and other organizations and admired by everyone. As the
roles and functions of the two ancient community markets shifted there were some
challenging issues of special interest to academics. From the perspective of the
researcher the goal was to understand these issues and consider how they can be
resolved. The case studies of Sam Chuk and Kao Hong add valuable knowledge about
effective branding processes for ancient community markets in context of Thailand.
It was found that the components in constructing identity were from cultural
heritage, architecture wisdom on local food, materials, story including the ancient and
local attracting the tourists such as Nostalgia tourism and shopping tourism. From the
analysis the brand Identity of Ancient Community Market Sam Chuk and Kao Hong The basic characters of the two markets were the common aims on selling the locality,
the ancient being old things from the culture capital. For instance, there were
architecture and buildings, collected appliances, and products or goods selling in the
market. If we looked at the selling goods, we would find that the products on food
types were connected with the original local wisdom, the raw material in the local
area. Then, they were from the heart with reasonable price as the reality of the area.
For other products, most of them were industrial products, the production of old
things such as miscellaneous things : toys, souvenirs, and the providing of new goods
produced under the idea about the old story. When the tourists visited to feel about the
goods used to be popular in the past. Moreover, many shops did not sell old things or
the goods under old signs or ancient sign. Branding Process of an ancient market
community had to operate step by step. It was the tourism system especially in the
local community happening when there were tourist activities and what attracted
tourism in accordance with local resource based on the relationship which were
activity, place and people. The steps of community development to tourist destination
were 4Cs 1) Community Analysis as tourist products the analysis on physical, social,
culture and wisdom for seeking the dominance as the uniqueness which was the
advantage strength or the outstanding of the product as the base of tourist
development. 2) Community Identity : The steps of searching for the outstanding and
uniqueness based on local resource 3) Co-creation : It was the pulling resource in the
local area to create the values for the tourists, the target customers by relying on the
cooperation from several sectors, groups of people, joining the power and cooperate
by using the knowledge pushing and moving up to have tourist activities with
outstanding quality and wellknown to the tourists and general people until there were
impressive pictures. 4) 4 Communicate brand identity of the community
Guidelines for Branding to be wellknown memorized and different by finding
the strength in the area through the historical values, architecture, story telling, local
food wisdom, the cultural capital with the main similar target of tourism as the tool in
economic development and maintained the market area which used to be civilized as
the central of buying, selling and exchanging products. It was found in the area data
that the physical evidence of the market were not changed much from the origin.
Therefore, it was not so difficult to bring the valuable cultural heritage to be developed to the tourist products by changing the function of the market for the
Central Place to Tourist Destination in order to serve the needs of tourists as
Nostalgias tourism. The emphasis was on Thai people group in the middle part of
Thailand particularly the people from big cities with unorganized and confusing lives
and the shopping tourism. They were developed and become the selling point
nowadays. It also included the values and culture of the people in the area with the
inheriting good tradition and culture. The suggestions in branding should base on 3
basic principles: 1) charm of authenticity ; 2) charm story telling ; 3) charm by local
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