Brand and Business Model Building from Community Identity for Competitive Advantages of Mae Win Sub-District, Mae Wang District, Chiang Mai Province

Manop Chum-Un; Ardchawin Jaikaew; Jutaluck Saipang; Benchaphorn Nochai; Janejira Arsarki

doi:10.57260/rcmrj.2022.261025

Authors

Manop Chum-Un School of Marketing, Faculty of Management Sciences, Chiang Mai Rajabhat University
Ardchawin Jaikaew School of Business, Faculty of Management Sciences, Chiang Mai Rajabhat University
Jutaluck Saipang School of Business, Faculty of Management Sciences, Chiang Mai Rajabhat University
Benchaphorn Nochai Technology for Education, Faculty of Education, Chiang Mai University, Thailand
Janejira Arsarki Technology for Education, Faculty of Education, Chiang Mai University

DOI:

https://doi.org/10.57260/rcmrj.2022.261025

Keywords:

Brand, Business model, Storytelling, Identity, Community-based tourism

Abstract

The main objectives of this research were to create a brand, business model, and storytelling and to study opinions on identity for community-based tourism and community products in Mae Win Sub-district. Qualitative data was collected using in-depth interviews and focus group with one group of community-based tour operators and five groups of Mae Win sub-district product communities. Data were analyzed using content analysis. Quantitative data were collected by using a questionnaire about tourist behavior regarding community products purchasing and factors effecting traveling and purchasing products in Mae Win sub-district. The data was collected from 600 tourists and a questionnaire of opinion on outstanding identity of Mae Win sub-district from 110 context experts who have lived in Mae Win sub-district for at least 10 years. Data were analyzed using descriptive statistical methods. The results regarding branding found that the brand structure used a unique brand that reflected the story of the community's traditions, culture, wisdom, and lifestyle. The results regarding business modeling showed that business models must be created to understand the customer's journey and customer insights. Moreover, this business model emphasized the value of society over business profit. The results regarding storytelling found that creating a story was a form of travel to guide travel tourists in decision-making to travel to the community. The results of the study showed that opinions on group activities' identity in the area were highly distinctive with a mean of 3.79. The group of physical characteristics indicated a distinctive level with a mean of 3.78 and a group of symbols and wisdom showed a distinctive level with an average of 3.73.

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