Brand Equity Creation for Developing Historical Tourism Destination Identity towards Emotional Intelligence: A Case Study of Historic Town of Sukhothai and Associated Historic Towns
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Abstract
This research aims to explore issues of developing brand equity in order to strengthen the identity of historical tourist destinations using emotional intelligence and research of how brands are valued. The historical town of Sukhothai and its associated historic towns served as a case study. A semi-structured interview was used as the instrument for the interview, and non-participant observation was also used to gather data. Furthermore, the study question is, “What kind of brand equity is appropriate for developing the identity of historical tourism destinations through emotional intelligence?” For data analysis, the researcher employed thematic coding analysis and critical analysis.
The study has found that the area as a whole is still developing its historical identity as a tourism attraction. There lacks tangible and intangible introductions of each interesting historical object. For the purpose of creating brand equity, terms are created as a brand and they add value to create deeper feelings that tourists will be able to recognize and can be touched in depth. Thus, creating brand equity should assist in developing historical tourist attractions through emotional intelligence as a case study of historic town of Sukhothai and associated the historic towns. Therefore, it is interesting and will be able to serve as a guideline for further development in other areas.
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