Business & Economy

Associate Professor Dr. Siwarit Pongsakornrangsilp, a lecturer of digital marketing and branding and a researcher at the School of Management, Walailak University, along with a team of researchers from the Center of Excellence for Tourism Business Management and Creative Economy have jointly produced the research project “Digital Marketing and Branding of High Value Destination in Krabi Province for being the World Class Destination.” This research was funded from the Coordinator of Tourism and Creative Economy Industrial Development and Capital Management Agency for Enhanced Competitiveness of the Country.

The study focuses on action research in cooperation with tourism networks in Krabi, such as the Tourism Authority of Thailand Krabi office, Krabi Hotel Association, Krabi Tourism Council, Krabi Tourism Business Association, Koh Lanta Tourism Business Association, Krabi Province Community Based Tourism Association, Ao Nang Tourism Business Association, and Krabi Tour Guide Association, among others.

Their work has resulted in high-value tourist city brand synthesis data which uses other related research, including the Krabi tourism declaration, to define a high-value tourist city brand identity and find common points of brand building under the principle “No one left behind.” It identifies common points where all sectors can drive together and branding can be achieved through the cooperation of all sectors.

The branding concept “Krabi is Your Real Paradise Experience” is not merely a logo design, symbol, or packaging but communicates the value that will arise from tourism in Krabi. It is like a strategic direction for Krabi tourism in which all relevant sectors must drive the brand in the same direction. Motivating tourists with the branding concepts of “Real” and “Paradise” become sincere  objectives of Krabi residents.

“Krabi is Your Real Paradise Experience” is a brand concept emphasizing that tourists can experience a unique Krabi style that cannot be found in other tourist destinations. Although there are other, similar physical environments, they lack the emotions and feelings towards tourism in Krabi, which include such outstanding terms as peace, romance, and relaxation, all three of which make Krabi tourist attractions unique and stand out. This important internal branding will help make all sectors in Krabi coordinate their efforts in the direction of high-value tourism in Krabi province and work together to upgrade Krabi Province to a world-class tourist destination.

Rewritten from Thai by Uraiwan Angkanawisut

Source: https://www.wu.ac.th/th/news/19894