Development of destination branding through cultural identity: the case study of ancient market in Suphanburi river
by Sathcha Kaisornrat
Title: | Development of destination branding through cultural identity: the case study of ancient market in Suphanburi river |
Author(s): | Sathcha Kaisornrat |
Advisor: | Worarak Sucher |
Degree name: | Doctor of Philosophy |
Degree level: | Doctoral |
Degree discipline: | Integrated Tourism Management |
Degree department: | The Graduate School of Tourism Management |
Degree grantor: | National Institute of Development Administration |
Issued date: | 2016 |
Digital Object Identifier (DOI): | 10.14457/NIDA.the.2016.89 |
Publisher: | National Institute of Development Administration |
Abstract: |
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. |
Description: |
Thesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2016 |
Subject(s): | Branding (Marketing) -- Case studies |
Resource type: | Dissertation |
Extent: | 237 leaves |
Type: | Text |
File type: | application/pdf |
Language: | eng |
Rights: | This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. |
URI: | https://repository.nida.ac.th/handle/662723737/5779 |
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