THE IMAGE PERCEPTION OF SAMUI GREEN ISLAND

Abstract

Currently, there have been a lot of changes in the nature of Sami Island and the image of a green island has gradually faded that subsequently the islanders have to work together to bring back their green image. The purpose of this paper is to survey the image awareness of a Green Samui Island among government sectors, business operators, communities and tourists as well as to propose an integrated marketing communication plan for image creation of a green Samui Island with data collection from questionnaires. The findings disclose that government sectors, business operators and communities reveal their awareness on green island image at the highest level as their first impressions indicate that touring around the island gives them feelings of relaxation, followed by the idea that Samui Island is one of their first choices for natural tourist attraction. Similarly, high end tourists show their awareness on the image of green Samui at the highest level, that is, touring around the island makes them feel good and happy. This island natural tourist attraction is their first priority. Their additional expression is contentment, followed by pleasant attitude. This paper also provides recommendations and integrated marketing communication plan in creating a green Samui Island for implementation by all concerns on making Samui a Green Island.