Publication: Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok
Issued Date
2019-12-01
Resource Type
ISSN
17518059
17518040
17518040
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2-s2.0-85067884666
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Mahidol University
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SCOPUS
Bibliographic Citation
Place Branding and Public Diplomacy. Vol.15, No.4 (2019), 210-228
Suggested Citation
Viriya Taecharungroj, Morakot Muthuta, Pheereeya Boonchaiyapruek Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok. Place Branding and Public Diplomacy. Vol.15, No.4 (2019), 210-228. doi:10.1057/s41254-019-00127-5 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/50415
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Title
Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok
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Abstract
© 2019, The Author(s). A number of cities and towns have used sustainability as a brand position, but most appear to have focused on the environmental aspect of sustainability, while the adoption of other dimensions of sustainability, including social and economic, has been limited. The objective of this study is to create a branding tool that can help towns develop a brand position that is credible, drives growth, involves residents and fosters sustainability. This sustainable place branding analysis was adapted from the importance–performance analysis widely used in business and in the tourism industry. The data were collected from the residents of ten towns in the vicinity of Bangkok, Thailand. The tool provides mayors with a holistic analysis of sustainability, suggests dimensions to be considered in the brand position and guides strategic actions to sustainably develop places. From the findings, the authors suggest five types of sustainable towns that the mayors of the ten towns can adopt as a brand position: elegant, compassionate, lively, peaceful and green.