Branding of Creative Community-based Tourism in Prong Madua Community, Nakhon Pathom Province

Abstract

The objectives of this research were to: 1) To study the context and identity of the Phrom Madao community in Nakhon Pathom province. 2) To examine the perceptions regarding the creation of a tourism brand through the community's creative initiatives in the Phrom Madao community, Nakhon Pathom province and 3) To establish a tourism brand through the community's creative initiatives in the Phrom Madao community, Nakhon Pathom province. This research was action research. The qualitative data was collected using in focus group discussion. The specific samplings were 40 of organizational governments, private sectors stakeholders. The quantitative data was collected using questionnaires from 450 random sampling Thai tourists travelling in Prong Madua, Nakhon Pathom province. The data analysis was mean, standard deviation, and data analysis for creating conclusion. The research found that 1) the Phrom Madao community is a Lao ethnic community that migrated from Laos. The Phrom Madao temple is a significant religious site and serves as the center for cultural learning. The community is known for Lao traditional weaving and the Songkran flag procession, distinctive cultural elements of the Lao ethnic group. 2) There is strong support for the creation of a tourism brand through the community's creative initiatives in Phrom Madao. Tourists desire a brand with a rectangular logo, presenting comprehensive and clear information. The brand should incorporate prominent and beautiful symbols representing community-based creative tourism, crafted by skilled artists. The brand's personality should reflect charm, intelligence, and patience. 3) The decision was made during the meeting to select an image of the Songkran flag or a traditional "tung" as a symbol, representing unity and devotion to Buddhism. The Lao script of Phrom Madao, Nakhon Pathom, will be used for communication and management in community-based creative tourism.