Original paper
Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand
Abstract
The 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...
Paper Details
Title
Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand
Published Date
Aug 22, 2021
Journal
Volume
13
Issue
16
Pages
9409 - 9409
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Notes
History