A COMMUNITY BRANDING DEVELOPMENT FOR ETHNIC IDENTITY AND ECO-CULTURAL TOURISM IN PROVINCE, THAILAND

Prompassorn Chunhabunyatip1*, Dudsadee Chuaysook2 and Suthep Aromrucks3

ABSTRACT: Nakhon Phanom Province has positioned themselves to be the heart of tourism in the Grater Sub-region (GMS). The concept of ethnic identity is useful for cultural heritage in Nakhon Phanom Province has become particularly involved with the specialists of cultural and sustainable tourism in the country. The question of ethnic identity in eco-cultural tourism practices becomes an important issue regarding what is locally perceived as authentic and what tourists and developers examine as a key travel experience. So, this study aims to record and review through semi-structured in-depth interviews about the opinions about ethnic identity of community and the opinions of policy makers and tourism developers of community eco-cultural tourism. In particular, the research emphasizes on how the concept of ethnic identity can enhance a position of Nakhon Phanom Province as a tourism destination and develop its brand equity on the national tourism market.

Keywords: Ethnic Identity, Eco-Cultural Tourism, Community Branding, Nakhon Phanom

Introduction branding involves a practical approach to The tourism development in the the shape, revision, and management of the new era of global economy is one of the country’s image (Sharpley & Ussi, 2014, most important factors for national image. Tiberghien, 2019). Normally, the local Therefore, the government closely image is strongly related to the country-of- monitors and manages how other countries origin effect. perceive them as the tourism destination Nakhon Phanom Province located (Ringer, 2013). It has triggered scholars, in the northeast of Thailand, was a part of academics, and politicians to engage in the Lan Consequently. Most indigenous people field of community branding. In addition, it in Nakhon Phanom Province contribute to has initiated strategic marketing plans that the producing of products and services help to figure out and change the global produced similar to the certain country in perception of a particular country. It is a the eyes of an outsider consumer (Gardiner new incidence that is different from the & Scott, 2014). Insofar, Nakhon Phanom national image in a feeling that community Province is not known as tourism destination either globally or nationally. 123Lecturer, Tourism and Service Industry Although, the number of inbound tourists is College, Nakhon Phanom University, quite small, the province puts great efforts Thailand. 103 M.3, Khamtao Distric, to promote the province in eco-cultural Muang, Nakhon Phanom, Thailand 48000 tourism attractions with a variety of ethnic cultures and unique landscapes (Srito & *Corresponding Author: Walsh, 2012). As the heritage is inherently [email protected] a contested phenomenon (Waterton &

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Watson, 2010), especially when perception of tourists is the traditional communities are consisted of diverse ethnic aspect of local cultures presented to visitors groups, belief systems, cultures and social and while this ‘performed authentic ethnic norms. The concept of identity applied to identity’ is created, staged and provided for the cultural heritage in Nakhon Phanom external consumption (Ringer, 2013). It is Province has become particularly relevant important to position tourism in the to the specialists of cultural and sustainable perspective of how and why the tourism tourism in national level industry defines and presents its version of (Phumiworramunee et al., 2019). the local identity in both ecological and Particularly, the current cultural landscape cultural aspects of tourism experience of Nakhon Phanom has undergone a (Jamal et al., 2002). The empirical analysis tremendous process of transformation from will meet an overview of the various being shaped by previous indigenous meanings of ethnic identity, policy makers people activities into agrarian (Chantamool and tourism developers in term of eco- et al., 2015). The daily life of ethnic people cultural tourism in local community area does not greatly change from the past and (Neupane & Shim, 2019). The term of most indigenous people still preserve their ethnic identity has been given to Piman way of life as usual. In other words, the village’s landscapes and cultural artifacts indigenous people in Nakhon Phanom such as craft-making, architecture, rituals Province have semi-ethnic lifestyle which and traditions. Then, it is examined how incorporated with many new commoditized these different perceptions of ethnic cultural habits and changes in ethnic identity can be used to position Nakhon traditions. For example, in Piman village, it Phanom Province as a tourism destination has been slowly changed from the ancient and develop its brand equity in the national time since the ancestors had moved from tourism market. A review of these and established the village 230 years perceptions of ethnic identity associated ago. The visitors can participate in the with how the concept of ethnic identity can ethnic traditional wedding, practice doing influence some of the impacts related to the bamboo handcraft and try ethnic food while tourism development. Finally, the degree to staying in home-stay which is the identity which local community tourism culture of Piman community and a tourism stakeholders in Nakhon Phanom Province resource to contribute to community can shape the creations of eco-cultural branding. landscapes that adhere to the realities of However, the question for the local community cultural heritage; Governor’s office is how to practice moreover, these creations relate to the authenticity of the ethnic group regarding notion of ethnic identity in the developing eco-cultural tourism. Wallace , and Wallace tourism of Nakhon Phanom Province is and Russell (2004) recommended that it not discussed. only reflects the real livelihood of community in the present day, but also acts Literature Review as a model for how cultural and eco-tourism Ethnic identity as the product of culture could be engaged with the local people to Despite the fact that the issue of build an empowered for sustainable ethnic identity is the meaning about development in the future. Typical heritage, cultural and nature tourism. They

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are complicated to define what is authentic, culture, history, people, government, and traditional or natural. Therefore, the business which make up the unique image identity in terms of the current forms of life, of the local area as a whole (Ruzzier et al., or of the fact of being, then the very 2013). In other words, the community existence of the tourist makes such identity branding is the formation of experiences challenging are explained and building an outstanding of a particular area defined (Mathew & Sreejesh, 2017). and its own people in the community. Importantly, the development of indicators Unlike commercial brands, community to define ethnic identity used in tourism brands are unique and cannot be duplicated should take into account in the politic of or cloned. Moreover, they need to be representation in authenticity, particularly realistic and be independent from in the cultural and heritage sites and misinterpretations or confusing messages attractions (Jamal et al., 2004).The because failures failing to understand integrating ethnicity and identity issue cultural and traditional might result in should be controlled over the product and serious reputation damage (Saunders, marketing involving the material and 2008). Schroeder (2015) has defined symbolic of culture as well (Lanfant, 1995). “cultural branding” is the blend of cultural The dynamic composition nature of and social aspects of the community for the heritage is an important consideration for creation of a brand image that the most national and public spaces by developing effective approach for building a economies, cultures and populations. The community identity brand. Another characteristic of “ethnic identity” is usually argument from Sun and Tieslau (2016) is given to something relevant to the tradition that building of a community’s brand or culture (Smith & Duffy, 2003, Svensson should be done through the development of et al., 2018). While the tourism industry has various sectors in addition to the tourism. In a tendency to provide its own definitions of addition, a significant attention of the the traditional or cultural identity, the community identity branding should be question of the real identity in eco-cultural paid to the natural resources and tourism practices come up with essential as landscapes. Identity can contribute it seems to be negotiated through what is importantly to the creation and sustenance locally perceived as authentic and what of a distinctive competitive edge. Raising tourists and tourism developers view as the awareness and take into account to the local important for travel experiences (Smith & historical is the concept of culture in Duffy, 2003). Thus, it is needed to consider relation to the ‘extraordinary’ (Smith, the role of the private and public sectors in 2014) that tourists are in search for. It is the product and marketing of tourism relevant in the process of identity formation attractions and destinations, particularly in at local level to promote to the global level community branding identity (Hanna et al., (Konecnik & Go, 2008). The building of 2018). community identity branding should not only be motivated by the political side but Sense of place and community identity should also satisfy a broad range of branding stakeholders in the eco-cultural tourism The community identity brand has development in local community. Supports combined various elements including its from governmental and managerial

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perspective for the community branding are The data were collected from 45 key necessary for this study as the concept of preformats using random sampling ethnic identity applied to the Nakhon considering characteristics of ethnic Phanom’s local community branding people, such as age, education features, strategy, involving community members occupation, length of living in the village, and local insights. Nowadays, modern and the use of wetland resources for tourists want to experience ‘a sense of subsistence purposes. The sample place’ at the destination site, therefore represented the community’s history, experiential and symbolic benefits play as traditional identity, sense of place, and functional benefit in a destination brand’s community identity branding. identity and make them attractive for tourists. Kapferer (1998) highlights that the In-Depth Interviews building of the identity branding is the The fieldwork has taken place in ‘before knowing how we are perceived, we Piman Village, Nakhon Phanom Province must know who we are.’ Community brand where it has a strong community identity identity can also be unique identity which effort to provide to be a tourism destination. conceptualized by its vision and culture in The research method for the study is turn to drive its preferred positioning, explorative and interpretive Piman personality and subsequent relationships. community identity. A qualitative As the image formation goes well beyond methodology approach such as in-depth the tourist-perceived approach to interview was conducted. The participants encompass the destination image, as involved in the qualitative sampling projected by the destination management included senior men and women, while organization (Chahal & Devi, 2015). The younger men and women were selected as present study aims at surveying various representatives of the communities to a community tourism stakeholders involved study sites. Piman Village provided context in the development of eco-cultural tourism to develop the research design, and helped in Nakhon Phanom Province. Particularly, identifying the most suitable participants a theoretical framework is applied to joining in the research. In addition, examine the concept of ethnic identity and documentation and secondary data to respond to the issue on how Nakhon including travel brochures were used. A Phanom Province can incorporate the series of recorded interviews with the perception to develop its tourism chosen participants was held in the destination in community brand identity. community visit. A semi-structured Suggestively, the survey of the supply side interview format was used as a tool to regarding the community branding concept capture the thoughts of the participants in is particularly important for Nakhon their own domain, which allowed us to Phanom, as a province still does not have a further investigate how the people’s world clear community brand image so far views influenced their relationship with (Prommahaa, 2015) natural resources. An interview script was also used with the following sets of Methodology questions: (1) oral history, (2) religion Data Collection beliefs, (3) traditional culture and the community, and (4) general issues.

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the CBT activities prepared for prospective Focus Group Discussions (FGDs) tourists. The focus group discussions This method was chosen to select (FGDs) provided a platform for validating unique cases, especially information about or testing some of the theories. The semi- the development of eco-cultural tourism structured interviews using open-ended projects in Nakhon Phanom Province. questions which the duration of the Multiple stakeholders selected considering interviews was approximately one to two the expertise in ethnic culture, tourism hours. The interviews were used with agents and local community has allowed various stakeholders who were directly and the researchers t indirectly involved in the development of o interview all the different groups of eco-cultural tourism and Community- population involved in the development of Based Tourism (CBT) in Nakhon Phanom the Nakhon Phanom Province eco-cultural Province. The interviews and subsequent tourism. In particular, one significant analysis of the interviews was employed to question for researchers was asked to the identify themes of interest including different stakeholders. The question is what identifying village history, cultural and kind of involvement locals had in the ecological aspects of the Piman Village. establishment of the tourism experience Especially, the cultural aspect can be that is being offered and how the point of incorporated into an authentic eco-cultural view of the ethnic identity could be used in tourism experience for local and the community branding strategy. So, the international tourists. The interviewees case studies of the research can provide were dealt with additional questions such as valuable understandings of people, events what a cultural identity is and how it could experiences and organizations in their be incorporated into the community social and historical context (Veal, 2006), branding of the eco-cultural tourism which necessary for the research project. development. As a unique culture is Moreover, information and qualitative data produced by individual community, were obtained through semi-structured in- especially small-scale artisans and artists depth interviews and narratives recorded who sell their hand-crafts to tourists (Horng from 5 identified relevant individuals. et al., 2016). The researchers decided to Moreover, there are 5 key informants interview in detail with the producers who including the village’s leader, the village’s jointly represent the destination culture as shaman, and three elders. Participant distinct from the tourists. In order to monitoring was used to observe and record examine a phenomenon within Piman information focusing on their physical and village real-life context (Richards, 2014) cultural characteristics and language used and provide valuable understandings of during the interviews. people, events experiences, and organizations in their social and historical Data Analysis context (Perera, 2015), the researchers Data management and analysis participated in one of the eco-cultural tours. were conducted in three steps: It was organized and managed by the local Step 1: Data were coded from in- community to get in touch with the local depth interviews and FGDs in the form of community as well as experience some of narratives or free flowing texts to outline

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the perspectives of the people. The context stays and souvenir productions of ethnic and the word use were considered traditional handicraft wares made in important for exploring the ethnic Nakhon Phanom Province. The indigenous traditional spaces and identified ethnic people have managed to preserve skills of identity for community branding strategy. producing articles from their felling and Therefore, text was not fragmented as is the numerous unique textiles, bamboo craft and case for word count. Word count analysis local food products that made available to was not considered either in the context in the visitors. According to the livelihood of which the words occurred, nor whether the ethnic people in Piman Village involved in words were used negatively or positively unspoiled nature, ancient historical and (Johnstone, 2017). well-preserved way of life of the local Step 2: The terms and phrases in people makes the “Piman Village” to be an Step 1 were grouped into categories and eco-cultural community tourism. It labels assigned for easy retrieval. The showcases the way of fabulous place to visit triangulation technique used to facilitate for visitors who like to travel and explore data validation. This step highlighted the new and interesting things by themselves. community brand identity and the rebranding of Nakhon Phanom tourism image. Step 3: Recurrent phrases were noted to identify general patterns and to compare texts by using content analysis due to quantifying patterns in communication, in a replicable and systematic manner (Skalski et al., 2017).

Study Area Around 17th century, the ancestors of Piman community migrated from Mahaxy city to Piman Village (Figure 1). Since the escape from Chinese minority Figure 1: Piman eco-cultural community war, they have preserved their traditional tourism culture and heritage until now. One of the Source: Authors’ Field Survey, 2018 examples to demonstrate the evidence is establishing themselves to be an eco- Results and Discussion cultural community tourism. This According to the interview of main campaign has been supported by the Local stakeholders, the opinion of ethnic identity Administrative Office (LAO). LAO has is deeply related to the eco-cultural tourism been looking into the development of practices and tourism that manage by the Community-Based eco-tourism which community. As the former indigenous promoted by PTT Group. The project people lived in harmony with the nature in started in year 2013. During the project a sustainable way. Their lifestyles deeply running they performed 28 eco-culture have a relationship with their landscapes. activities with an establishment of home-

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This combination creates a unique tourism research, all stakeholders have been experience for tourists who often had no interviewed regarding their perception of previous knowledge about the traditional the sense of landscape and the environment ethnic culture before arriving in the visit which they have experienced during the site. In particular, the “Piman village” eco-tour of “Piman Village” in Nakhon tourism management matches the definition Phanom Province. of eco-cultural community tourism (eco- According to this research, the cultural community tourism can be performance of the community in tourism obtainable as a concept that ecological and management and objective ethnic identity cultural aspects of a landscape are can be found in the cultural landscapes combined to create as a site for tourists’ reflected by the tourists. In the case of destination (Wallace & Russel, 2004). Piman Village, the scenery is shared by Mixing ecological and cultural aspects of indigenous home-stay which provides their Nakhon Phanom Province’s landscapes is way of life based on landscapes and the outstanding strength of a variety of environment to tourists. This activity is cultures, traditions, the local identity tribes, recognised to be one of the most authentic and remarkable scenery have effectively themes for tourists to feel that they are a influenced regarding to sustainable tourism part of the particular place. The development in the area of Nakhon Phanom archeological site of “Srichomchuen (Thipsingh, 2015). Temple”, from the establishment of the village around 230 years ago offers a Themes identified ethnic identity for unique opportunity for visitors to community branding strategy appreciate ancient authentic historical site From the finding of research, three as local people mentioned in in-depth following themes have been identified by interview, the respondents to ethnic identity regarding ‘Historical site is presented the to eco-cultural tourism experience for beginning of the village when it was inbound and outbound visitors, and can be established in a unique and interesting way. used as well in community branding Vast low relief and traditional painting strategy. about the life of the Buddha of Piman 1. The “cultural landscape Village is such an amazing combination of imagination” culture (belief and faith), ancient historical Ethnic cultural landscapes: There monuments, and rather well-preserved way is no doubt about ethnic culture and of life of the indigenous people. This makes traditional practice which shaped from Piman Village eco-site a great place to visit physical impact such as landscape. Culture for those who like to explore something in a and scenery are integrated inextricably in unique and interesting for themselves’ expectations and perceptions of indigenous 2. Ethnic traditional spaces and the people and tourists. (Tiberghien et al., politics of cultural sites 2014). From a physical landscape “According to the community perspective, it is useful for tourism tourism in Piman village, “Ethnic home- management in term of attention site to the stays” with guests (indigenous home-stays) situated place and space in which the object managed by local people. The view of eco- is provided the real experience. In this cultural tourism and ethnic identity have a

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real meaning together as most villages in ‘Putai ethnic traditional food is the Nakhon Phanom Province still look the best expression of our culture. The same as their primitive subsistence’s’. The traditional meals that we prepare for villages that are part of the tours are points visitors are prepared in the same way from where visitors can stay. There are no generation to generation’. ‘staged’ parts from the home-stay group, as 3. Hand-made crafts produced well as not any significant signs aiming to byethnic community emulating a “typical” Piman Village. Hand-made crafts in the forms of Furthermore, the indigenous people have ‘lamps’ made of bamboo materials are managed to preserve skills of producing produced in the village of Piman for tourists articles out of their feelings, numerous on demand. The souvenir articles are unique textiles, bamboo craft, and local individually owned by ethnic people. The food products. By staying in the indigenous villagers and members in the village sell a home-stay sharing an “Ethnic traditional wide range of hand-made craft souvenirs life-style” and interacting with the native including hand-made lamps, laundry boxes people, the visitors can participate in an and mobile phones cases. Some of these authentic tourism experience. crafts might be seen as delight delightful “Traditional ethnic food” is a part of from some ancient traditional crafts. Some promotional community tourism in which shops also sell hand-made ethnic textiles authenticity is experienced regarding with unique pattern of Putai’s Piaman traditional ethnic food of Piman Village village. Putai is the name of ethnic group made available to the tourists during the dominant in the Piman village that who can eco-tour. It can provide visitors to participate in experiential authentic tourism experientially participate and share the life experiences when they are worn by the of indigenous people. The traditional ethnic visitors’ outside of the village or back food of Piman village attracts visitors to home. practice and discover the traditional way of cooking in the village. Moreover, the Determining community brand identity tourists can appreciate a good experience The research has examined how with local meal with the host as they engage tourism management in Piman Village can in tourism activity rather than observation. be constructed by community members, The tourists most likely to experience a policy makers, and tourism developers. The sense of existential authenticity and more findings showed that ethnic identity and chance to allow tourists to feel that they are eco-cultural tours in Nakhon Phanom a part of the local community and Province could be relevant for this study. experiencing culture bodily (Boniface, Furthermore, tourism stakeholders should 2013). For example, when the tourists not deform the authenticity of ethnic way of received not ‘staged’ experiences from the life. However, they should provide an indigenous people while staying in home- interpretation of the true social and stay, they are served the meals according to economic situation in the destination site the traditions of the ancestors and there is a that redefines the social meanings of the meaning behind each of the cooking and particular area, thus creating an image of eating experience, as a quote from one of the ethnic community that would be shown the members of the home-stay group. to the national level. As Silva and Sinha

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(2016) illustrated, ‘cultural landscapes’ are favourable geo-cultural location and the viewed and shaped by geophysical aspect, efforts of the provincial government office which can be devoted by potentially to be recognised for its diver-culture and impressionable tourists. The construction rich in natural resources (Lertcharnrit, of the landscape in the peripheral regions 2014). Nowadays, most people are talking and areas with indigenous residents is about sustainability of cultural tourism, sensitive to the fact that this is a process that eco-tourism or rural tourism. To achieve involves the creation of a "fantasy”, this sustainability and benefit permanently, (Lemelin et al., 2015). there are some facts that have to be taken After the end of the Indochina war, into account. Community brand identity is some of ethnic groups in Nakhon Province among them. In marketing literature, there have faced a need to identify themselves in are many different definitions for local the eyes of the world (Saunders, 2008). branding. For example, the explanation of Salakhum (2015) stated that Nakhon place branding is the practice of applying Phanom governor’s office has put great brand strategy and other marketing effort into creating a '...unique, techniques and disciplines to the economic, recognisable, and credible ethnic social, political and cultural development of community brand' and the provincial office cities, regions and countries. Another has indeed approached the process of definition of local branding may refer to a forming an ethnic community brand city, town, country or a tourist destination strategically based on the 8 ethnic groups and to their competition and struggle for (such as Putai, Tai Nyow, Tai Poun, Tai So, tourists, visitors, investors, residents and Tai Seng, Tai Kaleung, Tai Kha, and Tai- other resources. Branding is based on a vital Lao). According to Fung (2016), the approach to public relations, expressing province’s governor office has so far that an altar of picture is an ongoing, all monopolised the process by limiting the encompassing, intuitively and wide-scale people who involve in the domestic process, requiring much more than a quick audiences and developing of its community change of symbol or motto which a vital brand image. The provincial office chose to importance for cultural marketing efforts locate the community as a practical, stable (Sun et al.,2016) and diver-ethnic group situated in a fairly unstable area of the province. This also The rebranding Nakhon Phanom tourism serves as a crossroad between Thailand and image Laos PDR, combining the similar cultures According to the plan of Nakhon and beliefs in two countries (Saunders, Phanom governor’s office, in order to 2008). Furthermore, Nakhon Phanom expand the target group of tourist and Province has a unique role of acting as a develop the advertising campaign, and tries bridge between Laos and Thailand and it to attract the elders and long-stay visitors by can be perceived as a typical the Greater focusing more on cultural and tourism Mekhong Sub-region (GMS) country. In aspects. Two examples are the promotion of order to promote this image, Nakhon eight ethnic groups in the province and the Phanom governor’s office has adopted the 7 temples’ route for 7 birthdays (Thipsingh, message “Nakhon Phanom – the Heart of 2015). The reason for applying this GMS” that highlights the province’s campaign is to prove that Nakhon Phanom

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has managed to be the home for diver- potential. In this village, there is the cultures and ethnicities. Furthermore, realisation of the importance of ethnic Nakhon Phanom Province has also branding and rebranding. Therefore, they positioned to be a hub of MICE city have been started to be promoted as a (Meetings, Incentives, Conferences and tourism destination by their councils, Exhibitions). This activity being actively emphasizing on ethnic and eco-culture involved in hosting of national and tourism. Also, they have been supported by international events which have helped the the government. Their promoting province processed the establishment of the programmes in tourism marketing aim at community’s brand in Nakhon Phanom boosting their villages’ social and Province. economic development through their rich The re-branding is not an easy cultures and heritages with the help of an process achieved by introducing new effective place rebranding. They also make advertising campaigns or printing new market research to validate the efforts for brochures. But it is a complicated process rebranding for eco-cultural tourism since that needs to be backed up by changing the they believe that their village should have provincial governor’s strategy, reforming an established brand and presence on the legislation, and improving infrastructure. potential target markets and efforts should The combination of these procedures not be done on the brand positioning as cultural only produces real results but also benefits tourism destination on markets (Boniface, domestically and globally. Traditional 2013). cultural and heritage places and landscapes, Conclusions and Recommendations like time, are always ‘in the making’ Piman District, Nakhon Phanom through important meaning, constructing Province has over 230 years of history. The and participatory activities within, community image of Nakhon Phanom has generating a variety of personal, heritage been a subject of concern for numerous of and identity relationships including a sense resources. The effort has been put into of ownership or emotional attachment, developing a strong province image. empowerment, value, and feeling. These However, the community brand is still in its aspects of ethnic identity will be important initial stage. Therefore, every influential for the community in Nakhon Phanom event needs to be closely managed and Province as the province keeps the dynamic monitored because Nakhon Phanom nature of its tradition, culture, and heritage Province is still required further and the potential for its eco-cultural tourism development into a truly effective and practices. recognizable national brand. The current To have a good brand name and research incorporates with the concept of position of the destination and its ethnic ethnic identity into community branding tourism products, focusing on features strategy and the development of its brand which are distinctive and superior to its equity as a unique tourism destination on rivals is necessary. There are efforts to the national and international market. This design the mix of marketing and approach applied to organize eco-cultural promotional tools and techniques to tourism practices. It could shape the achieve a good place to rebranding and the community brand identity and position of greatest level of conversion of the market the country as a destination for tourism

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