CREATING BRAND TO INCREASE ECONOMIC VALUE OF TOURISM AND SERVICE ENTREPRENEURS IN THE OLD TOWN OF RATCHABURI PROVINCE
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Abstract
This research aimed to 1) study the identity and contextualize the branding of tourism, 2) develop the branding of tourism and services entrepreneurs, and 3) assess the acceptance of brands and value creation for tourism and services entrepreneurs in the old town of Ratchaburi provice. The study adopts a mixed-methods approach, collecting data through in-depth interviews and focus group interviews with stakeholders, including policymakers from both public and private sectors, tourism and service entrepreneurs, and Neo-tourists. The research utilizes grounded theory to develop a theoretical framework and subsequently gathers data through questionnaires distributed to tourism and service entrepreneurs. Statistical analysis, including frequency distribution, percentage, mean, standard deviation, and policy meeting with stakeholders analyzing the congruence using the Choen’s Kappa coefficient.
The findings revealed that 1) the process of brand creation to enhance the economic value of products among entrepreneurs is categorized into four types: Khao Ngu Stone Park, Dragon Jar, Damnoen Saduak Floating Market, and Textile Chok Tai-Yuan; 2) the majority of samples The majority of the sample group chose the branding concept number 4 accounting for 36.28%, the components of brand salience in terms of uniqueness score highest on average. This data has been utilized in the development of the brand; and 3) The brands and their manual have been certified through consensus discussions. The indicators have been verified for alignment among highly qualified ecpert a ademic at a high level, with a coefficient value of 0.64.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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