Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand

Siwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Theeranuch Pusaksrikit, Pimmada Wichasin and Vikas Kumar
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Siwarit Pongsakornrungsilp: Department of Business Administration, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Pimlapas Pongsakornrungsilp: Department of Tourism and Hospitality Industry, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Theeranuch Pusaksrikit: Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand
Pimmada Wichasin: School of Tourism and Hospitality Management, Suan Dusit University, Bangkok 10300, Thailand
Vikas Kumar: Bristol Business School, University of the West of England, Bristol BS16 1QY, UK

Sustainability, 2021, vol. 13, issue 16, 1-23

Abstract: The purpose of this study was to explore how a regional brand can be co-created among different cities by employing the concept of place branding and brand culture. The Andaman Tourism Cluster of Thailand (ATC) generates the most tourism revenue in Thailand. Developing a regional brand identity can strengthen the competitive advantage of the ATC. Data were collected using multi-method research through questionnaires, projective techniques, and focus group interviews. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data were analyzed using thematic analysis. This study also shows that multi-method research contributes to brand management by facilitating collaboration, participation, and brand congruence among stakeholders. Quantitative and qualitative data were synthesized in order to develop the brand identity of the ATC. Focus group interviews were also employed to co-create the regional brand identity as ‘Irresistible Andaman’, of which sustainable tourism management is a fundamental aspect. This study demonstrates how multiple sub-brands with different stakeholders can be integrated into a single regional brand. Moreover, stakeholders should focus on internal branding by communicating with all stakeholders to co-create brand congruence.

Keywords: multi-method research; regional brand; brand culture; Andaman tourism cluster of Thailand (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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