BANGKOK BRANDING THROUGH THE BANGKOKIAN'S PERSPECTIVE

Abstract

The Thesis entitled “Branding Bangkok through the Bangkokian’s Perspective,” was aimed to 1) study Bangkok’s identity of the Conventional Districts from the Bangkokians’ perspective, 2) explore the development of the Conventional Districts towards New or Emerging Districts, and 3) apply the findings on Bangkok’s identity for Bangkok branding. The research used mixed methods, both qualitative and quantitative. The research was conducted with 3-Helix or 3 groups. Namely, the qualitative research was conducted with 1) policymakers, researchers, experts, and district developers, and a focus group interview and in-depth interviews with community leaders of the Conventional Districts. The quantitative research was conducted by survey questionnaires with 400 Bangkokians on the “Yan” or “District”, which can reflect Bangkok’s identity, leading to Bangkok branding.

The findings of the qualitative research showed that Bangkok is a multicultural society, having the Chao Phraya River and Thainess as the city’s identity. Besides, the qualitative research studied Bangkok’s identity of the Conventional Districts and the city development towards new or Emerging Districts, which led to further studies by the quantitative research through the structural equation model (SEM) analysis of Bangkok’s identity, which confirmed Bangkok’s identity in the following dimensions: History and Culture, Natural Resource and Infrastructure, Economic and Social Environment, and Tourism and Recreation Structure, leading to Bangkok branding, based on the following: the capital of history and valuable cultural heritage, the multicultural community, the river and canals as natural infrastructure, Bangkok’s visions towards a Smart City, in combination with Bangkok’s value as a good city for living, working, and investment, with endlessly driven cultural heritage, and its connectivity with other cities and the world. The definition of “Bangkok” for Bangkok branding gained from Bangkokians’ perspective is “Bangkok is a living city of Thai heritage with natural infrastructure, namely the river and canals, connecting people of cultural diversity, and a sophisticated city that can keep up with the world.”

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