Guidelines for Identity Development and Image Perception of Thai Brand in Health and Wellness Tourism

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Jiraporn Prommaha


          This research objective is to develop Thai Brand Identity in the field of health and wellness tourism. This research is to study 1) Thai brand identity of the country 2) perception of the brand image of the foreign tourist and 3) guidelines for Thai brand identity development in health and wellness tourism. The research is conducted through mixed methods research, both in qualitative research was used in depth-interview with the government sector and private sector, 11 persons and quantitative research were performed by questionnaires with Chinese tourists 400 and UK tourists 400, total 800 persons. The result of the research found that 1) Chinese tourists pay attention to the physical value of “Functional Benefit”, such as the professionalism of personnel, the service and equipment standard 2) UK tourists pay attention to the mental value of “Emotional Benefit” intangible, such as the internal personality of the service provider willingness to understand others, being creative and innovative.

          Conclusions, the research contributions to develop the Thai brand identity: It means both tangible assets and intangible assets. The core value of brand positioning of Thailand in health and wellness tourism consists of (1) Thai people: who are mentally and professionally in Service. (2) Culture: Thailand is a Thai Identity (Thainess) personality of the Thai people. (3) Investment: attracting to Thailand, which is supported by the government and the readiness of the private sector. (4) Governance: The government has many policies to support health wellness tourism. (5) Exports: Thailand has exports both human and health and wellness products; as the country of origin, and (6) Tourism: Thailand has rich with a variety of natural resources attractions, and varieties of health and wellness services.


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Prommaha, J. (2019). Guidelines for Identity Development and Image Perception of Thai Brand in Health and Wellness Tourism. Journal of Thai Hospitality and Tourism, 14(2), 77–90. Retrieved from
Research Article


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