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https://archive.cm.mahidol.ac.th/handle/123456789/3890| Title: | KRABI GOES GREEN? A CASE STUDY IN DESTINATION BRANDING. |
| Authors: | Vacharaporn Sukrod |
| Keywords: | Marketing and Management Destination branding Krabi Goes Green Green Tourism |
| Issue Date: | 4-Mar-2021 |
| Publisher: | มหาวิทยาลัยมหิดล |
| Citation: | 2020 |
| Abstract: | Tourism destinations need to possess a certain kind of characteristics in order to be able to influence travelers to visit and to define sense of place. Thailand's tourism industry is one of the forefront industries driving Thai economy. However, in 2018 Maya Bay was closed due to poor management and was a result of negative branding image. In 2020 Krabi is branded itself as ‘Krabi Goes Green’ in order to bring the city to become a quality tourist destination by 2026. This research aims to examine whether Brand ‘Krabi Goes Green’ can be a paradigm for destination branding in Thailand by using a holistic qualitative approach through the analysis of Krabi provincial strategic policy and interview from tourism stakeholders. |
| URI: | https://archive.cm.mahidol.ac.th/handle/123456789/3890 |
| Other Identifiers: | TP MM.028 2020 |
| Appears in Collections: | Thematic Paper |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| TP MM.028 2020.pdf | 796.1 kB | Adobe PDF |  View/Open |
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