Creating Cultural Tourism Destination Identity through Intangible Cultural Heritage with Brand Archetype for Green Tourism Marketing Perspectives: Case Studies of China, Myanmar, Thailand, and Australia

Abstract

The study’s objective was to gain an understanding of intangible cultural heritage (ICH) in order to create cultural tourism destination identities based on brand archetypes for green tourism marketing. It was designed in response to the question, “How can intangible cultural heritage (ICH) be used to establish a sustainable identity for cultural tourism destinations using brand archetypes to promote green tourism?” The tourism business has struggled with the inability to highlight its strengths or create a distinct identity in order to persuade tourists to visit repeatedly, seek information, spend time there, and purchase different goods and services from those sources. Informing and making tourists aware of each destination brand connected to ICH has proven to be a challenge for the tourism industry. This study used qualitative research used methods based-on document-applied interpretative epistemology and interpreted non-numerical data. Data were collected and analyzed using content analysis, critical analysis, and thematic analysis. The study revealed that each country’s ICH still requires brand archetype creation and building from the aura of traditional culture as well as in-depth analysis of ICH identity, particularly from a green tourism marketing standpoint.