Branding for cultural tourism in Lamphun province

Abstract

The objectives of this research study are as follows: (1) to study the potential of cultural tourism and the potential of brand communication of cultural tourism in Lamphun province; and (2) to explore the approaches for branding of cultural tourism in Lamphun province. The data was collected with a mixed methods approach, using structured interviews with 15 key informants from the government, the private sector, the public and academia, and quantitative data collection with closed-ended questionnaires via an online system from a sample of 400 Thai tourists. The results of the analysis of the tourism potential of Lamphun revealed the following: (1) strengths: having faith in Buddhism, ethnic diversity, and being an all-year-round travel destination; (2) weaknesses: marketing public relations, tourism management, transportation and facilities; (3) opportunities: policies supporting tourism in secondary cities and information technology; and (4) threats, such as economic recession and emerging diseases. Its distinctive tourism brand identity is temples and ancient sites. Lamphun has a tourism brand image of beauty and a personality of having the most attractive tourism brand. The main tourism brand of Lamphun could be positioned as follows: (1) Lanna: heritage city; (2) multiethnic city; (3) traditional festival city; (4) Buddhism and a good mental health city, with vital brand management approaches in management, conservation, development, marketing, innovation and research.