กระบวนการการสร้างตราสินค้าให้กับตลาดชุมชนโบราณลุุ่มน้ำสุพรรณบุรีในฐานะของแหล่งท่องเที่ยว

Authors

ผศ. ดร.สัจจา ไกรสรทัศน์, ผศ.ดร.วรรักษ์ สุเฌอ

Published

วารสารมนุษยสังคมปริทัศน์

Abstract

The objectives of the research on Branding Process for Suphanburi River Basin
Traditional Community Market as a Tourist Attraction were: 1) to analyze the branding processes of
traditional market communities as tourist destinations; and 2) to develop guidelines for other
tradilional community markets in Thailand. Qualitative research had been conducted by using
interview with the number of 45 theoretical key informants. The llndings were shown as
follows:
l.There were three main factors that affected the development of an ancient market
area into a tourist destination: (1) lourist attractions developed from local culture, such as
traditional trade Lifestyle markel Local food; (2) external factors arised from the country’s
tourism promotion policy and nostalgia tourism behavior; and (3) lhere were many groups of
people who were the mechanisms behind the change, such as local leaders, tourists, and
academicians. The four key elements in managing the traditional community market as a tourist
attraction were 4Ps included 1) Power leader 2) People 3) Partnership and 4) Participative
management. The steps of destination branding process to tourist destination were 5Cs:
1) Committee of team working 2) Community Analysis 3) Community ldentity 4) Co-creation from
several sectors, and 5) Communicate brand identity of the community.
2. The suggestions in branding for the traditional community market should be based on 3
basic principles: 1) ancient time atmosphere,2) story telling of market identity, 3) localism, and
4) participative management.

(2560). กระบวนการการสร้างตราสินค้าให้กับตลาดชุมชนโบราณลุ่มน้ำสุพรรณบุรีในฐานะของแหล่งท่องเที่ยว. วารสารมนุษยสังคมปริทัศน์, 19(2), 0-0.