DEVELOPING AS EXPERIENCE CITY BRANDING GUIDELINE FOR NAKHON SI THAMMARAT PROVINCE, THAILAND

Abstract

Nakhon Si Thammarat is a second largest province and well known as one of the ancient cities in Thai history. This province contains many buildings and ruins of historical substance. It was once becoming the centre of art, culture, and marine trading of the region which reflect from some proven by abundant antiquities and archaeological evidence discovered here. It was also a major commercial centre between merchants from the Indian, Arabic, Dvaravati, and Champa, and also merchants from British, Portuguese and Dutch empires. With this information, it indicates this city become as of the important tourist attractions in Thailand. Therefore, this research focuses on the effort in developing this city province with its fundamental characteristics for the city branding. The main objectives are: i). to examine the fundamental characteristics and elements of the Nakhon Si Thammarat Province, Thailand to be developed as an experience city branding model; ii). to experiment with various designs those above characteristics and elements that can be materialised and strategies to develop an experience city branding model and finally iii). to develop proper and appropriate guidelines or strategy as a model for an experience city branding Nakhon Si Thammarat Province, Thailand.

The methods employ are observation, questionnaire, interview and experiments with various designs which are divided into two phases. The findings of this research are the characteristics and elements of Nakhon Si Thammarat which are “The glamorous city where cultured prosperity creates faithful communities and sincere folks.” Based on tourism dimension Nakhon Si Thammarat provides a complete experience and different cultural perspectives. It should not be missed and it is also worth returning. The allurement of travelling in Nakhon Si Thammarat is the impressive unique local experience. A charming environment of attractions with the beauty of nature and way of life. Travellers can enjoy travelling among the locals, who motivate travellers to explore the undiscovered experiences in the city. Moreover, its characteristics and elements can be materialised and strategies to develop an experience city branding model through to experiment with various designs, leading to developing proper and appropriate guidelines. The experience city strategy is accomplished from 4 related elements: the travellers, local people and community, national and local government, including the city itself through the idea of participation of people who are involved in the case of being the key importance of this strategy. The research outcomes achieve the purpose which is to discover the procedure of experience city branding, basing on the travel dimension. It also is the creation of an example alternative solution tool, enhancing city opportunities through the guideline of experience city branding under the currently delimited factors.

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