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BANGKOK BRANDING THROUGH THE BANGKOKIAN'S PERSPECTIVE

การสร้างแบรนด์กรุงเทพมหานครจากมุมมองของคนกรุงเทพฯ

by Nisachol Ratanasachol; นิสาชล รัตนสาชล; Yubol Benjarongkij; ยุบล เบ็ญจรงค์กิจ; National Institute of Development Administration. The Graduate School of Communication Arts and Management Innovation

Title:

BANGKOK BRANDING THROUGH THE BANGKOKIAN'S PERSPECTIVE
การสร้างแบรนด์กรุงเทพมหานครจากมุมมองของคนกรุงเทพฯ

Contributor(s):

National Institute of Development Administration. The Graduate School of Communication Arts and Management Innovation

Advisor:

Yubol Benjarongkij
ยุบล เบ็ญจรงค์กิจ

Issued date:

12/8/2022

Publisher:

National Institute of Development Administration

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.”
-

Description:

Doctor of Philosophy (Communication Arts and Innovation) (Ph.D.(Communication Arts and Innovation))
ปรัชญาดุษฎีบัณฑิต (นิเทศศาสตร์และนวัตกรรม) (ปร.ด.(นิเทศศาสตร์และนวัตกรรม))

Keyword(s):

Bangkokian
Bangkok Branding
City Branding
Destination Branding
Bangkok Identity

Type:

Dissertation
ดุษฎีนิพนธ์

Language:

en

Rights:

National Institute of Development Administration

URI:

https://repository.nida.ac.th/handle/662723737/6081
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ทรัพยากรสารสนเทศทั้งหมดในคลังปัญญา ใช้เพื่อประโยชน์ทางการเรียนการสอนและการค้นคว้าเท่านั้น และต้องมีการอ้างอิงแหล่งที่มาทุกครั้งที่นำไปใช้ ห้ามดัดแปลงเนื้อหา และทำสำเนาต่อ รวมถึงไม่ให้อนุญาตนำไปใช้ประโยชน์เพื่อการค้า ไม่ว่ากรณีใด ๆ ทั้งสิ้น



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  • Dissertations, Theses, Term Papers [191]

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Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
Library and Information Center | สำนักบรรณสารการพัฒนา
Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

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