Brand Identity of Phetchsamuthkhiri Provincial Tourism Cluster Affecting Perception of Thai Tourists

Abstract

The research aims to 1) study the level of brand identity and perception of Thai tourists in Phetchsamuthkhiri provincial group, 2) study the brand identity of Phetchsamuthkhiri provincial group which affects the perception of Thai tourists. The research was carried out by using Quantitative Research method. The population included Thai tourists travelling to Phetchsamuthkhiri provincial group, which consisted of Petchaburi province, Samut Songkram province, Samut Sakorn province, and Prajuab Kirikhan province. A sample of 400 persons was selected.   The sample group was divided into 100 persons per province using quota sampling method together with convenience sampling method in all 4 provincial tourism destination. The data were analyzed by descriptive statistics, mean, percentage, standard devastation, Pearson’s product moment correlation, and multiple regression analysis.

The research results revealed as follows: 1) The result of the opinions level through the brand identity in each aspect which had the highest mean included the appearance of Benjarong porcelain, the benefits of various ingredients and materials for cooking, the worthiness of expenses and cost of living which was not too much high, and the personality of the arts and cultural tourism destination. 2) The brand identity in each aspect of Phetchsamuthkhiri provincial group in terms of image and personality of Phetchsamuthkhiri provincial group could mutually predict Thai tourists’ perception, which included, Thai tourists perception = .473 +.202 (band identity of image aspect) +.481 (brand identity of personality aspect).