Co-creating a sustainable regional brand from multiple sub-brands: The andaman tourism cluster of Thailand

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dc.contributor.authorSiwarit Pongsakornrungsilp
dc.contributor.authorPimlapas Pongsakornrungsilp
dc.contributor.authorTheeranuch Pusaksrikit
dc.contributor.authorPimmada Wichasin
dc.contributor.authorVikas Kumar
dc.contributor.correspondenceP. Pongsakornrungsilp; Department of Tourism and Hospitality Industry, School of Management, Walailak University, Nakhon Si Thammarat, 80160, Thailand; email: kpimlapa@wu.ac.th
dc.date.accessioned2025-03-10T07:35:29Z
dc.date.available2025-03-10T07:35:29Z
dc.date.issued2021
dc.description.abstractThe purpose of this study was to explore how a regional brand can be co-created among different cities by employing the concept of place branding and brand culture. The Andaman Tourism Cluster of Thailand (ATC) generates the most tourism revenue in Thailand. Developing a regional brand identity can strengthen the competitive advantage of the ATC. Data were collected using multi-method research through questionnaires, projective techniques, and focus group inter-views. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data were analyzed using thematic analysis. This study also shows that multi-method research contributes to brand management by facilitating collaboration, participation, and brand congruence among stakeholders. Quantitative and qualitative data were synthesized in order to develop the brand identity of the ATC. Focus group interviews were also employed to co-create the regional brand identity as ÔIrresistible AndamanÕ, of which sustainable tourism management is a fundamen-tal aspect. This study demonstrates how multiple sub-brands with different stakeholders can be integrated into a single regional brand. Moreover, stakeholders should focus on internal branding by communicating with all stakeholders to co-create brand congruence. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
dc.identifier.citationSustainability (Switzerland)
dc.identifier.doi10.3390/su13169409
dc.identifier.issn20711050
dc.identifier.scopus2-s2.0-85113421042
dc.identifier.urihttps://repository.dusit.ac.th//handle/123456789/4723
dc.languageEnglish
dc.publisherMDPI AG
dc.rightsAll Open Access; Gold Open Access
dc.rights.holderScopus
dc.subjectAndaman tourism cluster of Thailand
dc.subjectBrand culture
dc.subjectMulti-method research
dc.subjectRegional brand
dc.titleCo-creating a sustainable regional brand from multiple sub-brands: The andaman tourism cluster of Thailand
dc.typeArticle
mods.location.urlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85113421042&doi=10.3390%2fsu13169409&partnerID=40&md5=4092c4d043eef6b389fe479873b86036
oaire.citation.issue16
oaire.citation.volume13
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