Engaging Brand Equity for Developing Tourism Destination Identity towards Intangible Cultural Heritage (ICH): Case Studies of China, Myanmar, Thailand, and Australia
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Abstract
The research studies the creation of brand equity and the development of identity involving tourist attractions’ intangible cultural heritage (ICH) by using ICH in China, Myanmar, Thailand, and Australia as case studies. The study question was, “What form of ICH is appropriate for the development of tourism areas?” Data was acquired utilizing the documentary method and non-participant observation of the case study’s intangible cultural assets. Methods of content analysis were employed along with thematic coding and critical analysis.
According to the study's findings, building brand equity to develop the identity of tourist attraction sites and intangible cultural heritage is important. It is critical to develop numerous tourism locations in order to become well-known. Particularly if you can cultivate and enhance the site’s identity. ICH information may aid in the creation of brand knowledge to take out the similarities and absorb the genuine differences, creating contrasts with in-depth emotional value (story analytics), and convey brand equity through net perception.
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