Approaches to Local Product Development for Secondary Provinces Through Branding, Packaging, and Storytelling to Promote Tourism: A Case Study on a Provincial Cluster in Lower-Northeastern Thailand (Yasothorn, Sisaket, and Amnat Charoen)
Keywords:
secondary provinces, product development, tourism promotion, income distribution, inequality reductionAbstract
Abstract
This research aims to design and propose an approach to develop tourism-promoting products for secondary tourism provinces in Thailand through the concepts of branding, packaging, and storytelling. By designing a model for products’ value creation, our objective is to use product development as a tool to help achieve sustainable income distribution and reduce inequality within these provinces. This research is a case study of a provincial cluster in lower-northeastern Thailand, which consists of Yasothorn, Sisaket, and Amnat Charoen. With the use of qualitative and documentary research methodology, we collected data on the provinces’ history, resources, economic structure, popular/signature products, and tourist attractions together with the use of literature review, in-depth interviews, and focused group discussions. Our results show that products from each province need to be developed using different focuses, depending on the conditions of the each product. Some products need brand and package creation while some need brand-name differentiation, packaging-size differentiation, logo stabilization, or suitable storytelling. As a part of our analysis, value-added creation approaches have been suggested as guidelines to help each of the three provinces generate more income from its tourism-promoting products.
Keywords: Secondary provinces, product development, tourism promotion, income distribution, Inequality reduction
References
Anunchaitawat, V., & Sunhachawee, B. (2018). Marketing Communication through the Story Creation of OTOP Fabric Cluster in Chiang Mai Province. FEU Academic Review Journal. 12(1), 252-265.
Boris, V. (2017). What makes storytelling effective for learning?. Retrieved Jan 5, 2021 from https://www.harvardbusiness.org/.
Charam, S., Suvattanavanich, P., & Vespada, D. (2012). Novelty Narrative Technique of Short Stories in Chokaraket Magazine During 2007-2010. Journal of Library and Information Science SWU. 5(1), 57-69.
Gabriel, Y. (2000). Storytelling in Organization: Facts, Fictions, Fantasies. London: Oxford University Press.
Izumi, S. (1979). A Comparison of Package Design in Japan and Europe. Tokyo: Rikuyosha.
Janprasit, W., & Krutwaysho, O. (2020). Approaches to Brand Management and Brand Communication for Value Added Creation of Phuket as a Tourism Destination Brand in the Perspectives of European Tourists. WMS Journal of Management, 9(3), 16-30.
Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57: 1-22.
Keller, K. L. (1998). Strategic Brand Management Building, Measuring, and Managing Brand
Equity. New York: Prentice Hall.
Kotler, P. (1999). Kotler on marketing: How to create, win and dominate market. New York:
Free Press.
Kuldilok, P., & Chaisuwan, B. (2019). Branding Approaches for Thai Rice from Small-scaled Farming. Journal of Public Relations and Advertising, 12(1), 70-84.
Kunthotong, T., Hiranwijitporn, N., & Tikamat, K. (2020). A Study of The Problems of Mineral Water Woven Fabrics as a Guideline to Promote Storytelling for Marketing Communication of Lampang Province. Dhurakij Pundit Communication Arts Journal. 14(2), 136-166.
Na Lansing, P. (1989). Value of Package (คุณค่าของบรรจุภัณฑ์). Bangkok: ad&art.
National Statistical Office. Average Expenses of Foreign Tourists Coming into Thailand Divided by Expense Lists During 2010-2019 (ค่าใช้จ่ายโดยเฉลี่ยของนักท่องเที่ยว ชาวต่างชาติที่เข้ามาประเทศไทยจำแนกตามรายการค่าใช้จ่าย พ.ศ. 2553 – 2562). Retrieved Jan 12, 2021 from http://statbbi.nso.go.th/staticreport/page/sector/th/17.aspx.
Nindum, K. (2020). Creation Storytelling of Health Tourism Sites in Chiang Rai. Dhurakij Pundit Communication Arts Journal. 14(2), 109-135.
Prachachat. (2020). Provoke Thai Travels Thailand Campaign to Revitalize Economy and Distribute Income (ปลุก ‘ไทยเที่ยวไทย’ ฟื้นเศรษฐกิจ-กระจายรายได้). Retrieved Jan 12, 2021 from https://www.prachachat.net/tourism/news-500942.
Randall, G. (2000). Branding a Practical Guide to Planning Your Strategy. London:
Kogan Page.
Rukumnuaykit,. P, Pholphirul, P., Prarakavong Na Ayudhya, S., Bhuribhatsiri, N., & Kwanyou, A. (2019). Tourism Promotion in Small and Low-Income Provinces to Reduces Income Inequality: A Case Study on a Provincial Cluster in Lower-Northeastern Thailand (Yasothon, Sisaket, and Amnat Charoen – YSA). ). Retrieved Jan 5, 2021 from https://elibrary.trf.or.th/project_content.asp?PJID=RDG61T0033.
Simakhajornboon, P., & Ekkarin, C. (2018). Product and Packaging Design of Local Dessert in the Community of Bangtaboon Municipality, Phetchaburi Province in order to Develop as Tourism Products. Veridian E-Journal, Silpakorn University, 11(1), 3634- 3652.
Singkasa, N. (2011). Study the concept of Japanese dessert packaging design. Master’s Thesis, Silpakorn University.
Sonteera, T., Wongmontha, S., Krisadaphong, P., & Techakhana, C. (2016). Strategic Branding of Thai Wisdom’s Herbal Cosmetics to Compete in the ASEAN Community. Humanities and Social Sciences Journal, Ubon Ratchathani Rajabhat University, 7(1), 93-103.
Suatong, J., Morakul, M., & Hanchotpan, W. (2012). Packaging Development of Khanom Tong- Pub of Kheaw Khajee Housewife Group, Nonthaburi Province. Master’s Thesis, Suan Sunandha Rajabhat University.
Surawattananon., N. (ณิชาภัทร สุรวัฒนานนท์). Tourism and Its Role to Drive Thai Economy (การ ท่องเที่ยวกับบทบาทขับเคลื่อนเศรษฐกิจไทย ฮีโร่จำเป็นหรือ ฮีโร่ตัวจริง?). Retrieved Jan 10, 2021 from https://www.bot.or.th/Thai/ResearchAndPublications/articles/Pages/Article _29Oct2019.aspx.
Tantivitayapitak, W. (2020). Organic Farming: Small is Beautiful. Retrieved Jan 27, 2021 from https://readthecloud.co/organic-farming/.
Thaotrakool, N. (2018). Branding and Packaging Design for Community Business Group in Mae Sariang District, Mae Hong Son Province. Journal of Accountancy and Management, 11(2), 100-117.
Thongrungroj, S. (2012). Packaging Design. Bangkok: Wadsilp.
Viseadmongkol, C. (2007). Branding: Strategy for Sustainable Competition (กลยุทธ์การเพื่อการ แข่งขันที่ยั่งยืน). Retrieved Jan 12, 2021 from http://utcc2.utcc.ac.th/localuser/ brandthaicenter/Article%20etc/Branding%20กลยุทธ์การแข่งขันที่ยั่งยืน%20-%20ชมัยพร% 20วิเศษมงคล.pdf
Downloads
Published
Issue
Section
License
Copyright (c) 2021 Thai Journal of Public Administration
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
