The development of cultural brand communication guidelines for cultural heritage tourism in Chanthaburi province

Abstract

The purpose of this research was to study cultural brand communication and develop cultural brand communication guidelines for cultural heritage tourism in Chanthaburi province. Mixed methodologies were used by in-depth interviewing with 55 people involved in brand communication, and surveying 400 cultural tourists. The results showed that brand communication based on cultural heritage tourism in Chanthaburi province could be based on both traditional culture and a culture that can be adjusted, modified, and applied. It can be further developed in 4 dimensions, that is, sender, message, channel, and receiver. In addition, guidelines for communicating cultural brands start from the point that local government agencies receive policy from the central government agency and  from a local merchants, which is consistent with the national tourism strategic plan and provincial tourism strategic plans under the support of the private sector both in terms of budget and manpower, then analyze the situation, determine target audience, set a budget, plan a communication strategy through SMCR concept, followed by defining sponsor groups. Finally the plan is implemented and evaluated.