Development of destination branding through cultural identity: the case study of ancient market in Suphanburi river

dc.contributor.advisorWorarak Sucherth
dc.contributor.authorSathcha Kaisornratth
dc.descriptionThesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2016th
dc.description.abstractThe 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
dc.description.abstractIt 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 communityth
dc.description.abstractGuidelines 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 localth
dc.format.extent237 leavesth
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject.otherBranding (Marketing) -- Case studiesth
dc.titleDevelopment of destination branding through cultural identity: the case study of ancient market in Suphanburi riverth
dc.typetext--thesis--doctoral thesisth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth Graduate School of Tourism Managementth Tourism Managementth Institute of Development Administrationth of Philosophyth
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