The research objectives on Destination Brand Development 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; . From the data of the area, it was found that the physical evidence of the market had not changed much from the origin.
INTRODUCTION
- Background of the Problem
- Research Question
- Research Objectives
- Research Outcomes
- Research Contribution
- Definitions
- Research Framework
- Community analysis, market situation analysis, and branding tourism
- Brand Positioning
- Brand Essence
- Brand Value & Promise
- Brand Identity Creation
- Brand Identity Design
- Brand Communication
- Leveraging the Brand
Several important factors have contributed to the successful revitalization of the Sam Chuk and Kao Hong communities. The destination branding process had been implicitly explained in the context of community development by Kao Hong and Sam Chuk.
REVIEW AND RELATED LITERATURE
The Meaning of Tourism Destination and Destination Branding
From the point of view of constructing the community brand and the city as a tourist attraction were the same. To be consistent with Anholt's (2007, p. 6) position, destination branding meant the process of constructing the dominance and uniqueness of a tourist destination in favor of the competition.
Development of Constructing Brand for Tourism Destination
Each brand had a natural feature of the product and an external feature in constructing the brand. Such personalities were like an association for the consumer to see the benefit or attribute of the brand.
Community Identity as Destination
According to Echtner and Ritchie (2003), country image was from tourists' assessment of the environment of such countries. From figure 2.7 The evaluative site image of direction consisted of 3 directions Direction 1 Functional image-Psychological image.
Destination Branding Process
What important features and characteristics of the destination are communicated by the brand to both. From Figure 2.13, the brand identity prism was the prism image with 6 identities, such as 1) Body type;.
Meaning to Marketing Communication and Marketing Mix
- Meaning of Marketing Communication
- Marketing Mix
- The Concept of Integrated Marketing Communication Meaning and History of Integrated Marketing Communication
The marketing communication had to be designed so that the customers could know about the benefits, value of the products or business services provided. Price was the cost customers would compare between the values and prices of the products. Newsletter was the news release by making letters to the customers or employees of the organization.
Capital in Society and Social Capital
Coleman believed that the social capital was originally in the relationship structure between persons and was simplified between each person. The social capital in the broad sense can cover individuals, group, community and network, especially the social capital meaning. In studying the social capital and determining community market identity as the destination.
Ideas on Tourism and Cultural Tourism
Community roles meant the relationship system in the main element of Ancient Community Markets with roles and linked to the social capital such as the origin of the community, the support of the public and private organizations and ways of life and culture. It had to have elements that combined and reflected the lifestyles, careers and games of people in the areas. The variables and factors of cultural attractions consisted of social and cultural features of tourist attractions such as careers of people in tourist attractions, clothing, architecture, handicrafts, history, language, religion, education, tradition, leisure activities, art, music and food.
Culture Tourism
An important factor for the tourists to go to different places was to learn the lifestyle of people in the world. This group of tourists was interested in learning culture and behavior during extended stays in tourist attractions. Source: Kanjana Saenglimsuwan and Saranya Saenglimsuwan, 2012, pp. The classification and tourism character of cultural tourists as mentioned before indicated the characters and needs of tourists to provide users with the guideline to determine the strategic response that leads to the income of tourist attractions along with knowledge and understanding for the promotion and maintenance of local culture.
Marketing Evolution
From a strategic point of view, this was because Ayudthya was located in the center of an open field surrounded by rivers, and nature was used as a wall to keep the city out. It was a location on the edge of the river and canals, the main traffic routes in the city. Money was the main factor that attracted the interest of businesses more than tourists.
The Case Study
Case studies were one of the first types of research to be used in the field of qualitative methodology and currently represent a large proportion of the world's qualitative research knowledge gained through the use of case study research and many of the most respected classics. there are case studies in every discipline (Flyvbjerg, 2011). Qualitative research was chosen for its consistent research methodology with research problems along with document study to explore accurate data, especially the interpretation of the research and from the perspective of other researchers. Objectives of the Study “Development of a Cultural Community-Based Tourism Destination Brand”: The Suphanburi Basin Ancient Community Market Case Study was 1) To examine the local destination brand identities of the ancient market communities.;.
Study Area and Criteria for Selecting Study Area
- Criteria. The Researcher Chose the Criteria for Inclusion in the Study and the Markets in Kao Hung and Sam Chuk Met the
- The Exclusion Criteria Screening from Educational Process
Initially, the researcher collected data related to the development of Ancient Community Markets towards tourist destination by searching from various sources. The researcher visited each market and found that the inclusion criteria were met by Ancient Community Market-Sam Chuk and Kao Hong Market. With the support and cooperation of the local community leaders in the area, the researcher was able to conveniently collect the research data.
Key Informants
In this phase, the researcher coordinated with leaders in the two communities to prepare to take research action by staying at the Baan Pan Pisa Resort. At Sam Chuk Ajahn Rath Khanthong, Level 8 instructor Sam Chuk Rattanakosin Phokaram School introduced the researcher to Mr. The tourists in group 2 were the data units used in the perception analysis of marketing data.
Research Instruments
- Survey
- Observation
- Interview
These attributes were the key factors determining the branding for the community as a tourism destination. The interview context and topics were collected in the form of qualitative data from the two groups of key informants, consisting of 1) Identity of the community market as a tourist destination; The first copy was the interview form and interview guidelines for the first group of key informants that provided key data on the identity of community branding and the process of community branding as a tourism destination.
Quality and Trustworthiness of the Study
Transferability The researcher has provided a detailed description of the communities of Kao Hong and Sam Chuk. The researcher used the member checking technique to improve reliability by returning to the participants of the research communities to discuss the data and possible interpretations. The researcher used triangulation to improve the confirmatory power of the study. Multiple sources of data techniques were used to confirm emergent findings.
Data Analysis
Video and audio recordings also allowed the researcher to monitor what actions took place and what was said. The function of triangulation was to reduce researcher bias by ensuring that specific researcher knowledge claims were linked to data instances from multiple sources. Coding interview data and using images from field notes as evidence ensured that the analysis and results of the study were objective.
Steps and Procedures
All these data that were collected during the research process were then synthesized and analyzed to reveal the holistic brand building in the two communities of Kao Hong and Sam Chuk. The purpose of Objective 2 was to analyze the marking process of ancient markets in Kao Hong and Sam Chuk; and the goal of Objective 3 was to develop guidelines for other Ancient Market Communities to be effectively branded as tourism destinations using qualitative research techniques, surveys, participant observation, community traditions and activities. The researcher explained the conditions, context, relationships and process of the phenomena based on the ideas, theories and relevant research document in branding as a principle of analysis by connecting the data with the ideas and theories with interpretation and built the proposal, the branding communication process. and the process of branding the community as a tourist destination.
RESEARCH RESULTS
- General Context of Ancient Community Market Sam Chuk
- General Context of Ancient Community Market Kao Hong
- Brand Identity of Kao Hong Ancient Market as a Tourist Destination
The third brother opened the shop in .. the ship landed and roasted the coffee there. From Figures 4.2 Sam Chuck's attractive features from the perspective of the Community and visitors were classified into five categories, which are detailed below. Kao Hong's attractive features (The basis for the Kao Hong brand). the reality of
Conclusion from Case Study: The Issues Related to Study the Local Destination Brand Identity in the Ancient Market Communities of
The first thing that the community clearly knew in the process of community development towards a tourist destination was self-confidence, which meant knowing the community's strong and weak points. There was a collection of cultural heritage information on history, lifestyle, living, art, tradition and promotion of community search for a community identity different from others. Understanding the history and culture of a community is the first step in the Destination branding process.
The Result of the Study Due to Objective 2: To Analyze the Branding Process of the Ancient Market Community as a Tourist Destination
- Branding Process of Sam Chuck as a Tourist Destination
- Branding Process of Kao Hong Ancient Market Community to be a Tourist Destination
Every community has an image, both favorable and unfavorable. Even if a community does not consciously use its name as a brand, people will always have subjective, stereotypical images of the community that can be activated by simply saying its name. Whether or not this image was intentionally created or appeared as a result of a series of events, encounters and creations in that particular community, people will keep this image in mind when planning a trip, or considering moving or working in this community . of the old market community as a tourist destination was present in the next session. Kao Hong Market took advantage of the Ancient Market tourist attraction and shopping tourism. Most people live in the big city as the capital such as Bangkok.
Most of them were associated with rage reality, authenticity in the local area and from the culture on the grounds that the tourists came and touched and got the experience of the reality and the authenticity of the tourism products. Such products can be found in the local area from local wisdom and traditional culture in the community. The results of the study would be very useful and extended to other ancient community markets and also became knowledge to organize the markets as the context of tourist attractions and the environment in Thailand.
- The Suggestions for Branding Process of the Ancient Community Market as Tourism Attraction
The community analysis made people understand the original foundation of the community, the capital to complement the development towards tourism. The original foundation of the community would become the capital of the community as input in the process of creative community, making the values and prices of the capital the output. For the new concept, everything in society was the main capital, which was important to myself.
