COMMUNICATIONS OF NAKHON SAWAN BRAND IDENTITY FOR CULTURAL TOURISM PROMOTION
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Abstract
The objectives of this research were: (1) to examine the brand identity of Nakhon Sawan Province for cultural tourism and (2) to study the condition of marketing communication of cultural tourism of Nakhon Sawan Province. This research was grounded in the concept of place brand identity, which plays a crucial role in enhancing the cultural value and image of destinations in today’s tourism landscape. A qualitative research approach was employed, using in-depth interviews with 11 key informants from the public and private sectors, who were stakeholders in the tourism sector of Nakhon Sawan Province. The research findings revealed that the brand identity of Nakhon Sawan comprised three core dimensions: (1) Place Identity, reflecting geographical significance such as being the origin of the Chao Phraya River and possessing distinctive natural landscapes; (2) People and Way of Life Identity, highlighting ethnic diversity and local ways of life; (3) Cultural Heritage Identity, expressed through living traditions such as the annual Chao Pho–Chao Mae Pak Nam Pho Festival and other ongoing ritual practices. Regarding communications, it was found that both the public and private sectors applied Integrated Marketing Communications (IMC) strategies, with a strong focus on social media platforms such as Facebook, Instagram, and TikTok as primary tools for conveying the province’s brand identity. Traditional media still played a supporting role in targeted events. Key communication tools included public relations, advertising, and various sales promotion activities. As such, this study offered practical insights into how Nakhon Sawan’s brand communications strategies could be aligned more closely with its cultural identity, thereby enhancing the province’s image and long-term competitiveness in cultural tourism.
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