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Article

Open Access

Destination Branding: Brand Management and Brand Engagement of Health and Wellness Tourism in Thailand and the ASEAN Region

Author(s)

Jiraporn Prommaha

Full-Text PDF Download XML 3795 Views

DOI:10.17265/2159-5526/2015.08.006

Affiliation(s)

Dhurakij Pundit University, Thailand

ABSTRACT

The 10 ASEAN (Association of Southeast Asian Nations) countries in Southeast Asia have been united for ASEAN community in 2015. Thailand is one of the members who take health and wellness tourism responsibility about tourism and product information, and health and wellness tourism standardization. Therefore, the researcher has studied in health tourism image in Thailand and ASEAN, because the image is significant cost to promote health and wellness tourism. They are factors that influence image management and also image attributes about health and wellness tourism in Thailand and ASEAN countries. In this study, the author aimed at the examination of influenced factors and the attributes for Thailand’s and ASEAN’s images of health and wellness tourism management and finding out the relations among cognitive, affective, and brand engagement in Thailand and ASEAN. This research could be used as guideline information for creation of plans and governmental policies of health and wellness tourism of Thailand and ASEAN region as well. The data obtained in this study included overall image and destination brand engagement, or personal engagement through way of life and daily life of Southeast Asian people. Southeast Asia has its uniqueness according to its slogan “ASEAN Southeast Asia: Feel the Warmth”. This is considered as one of unique activities in health and wellness tourism. Tourists can have their direct experiences with unique tradition of each nation.

KEYWORDS

Destination branding, brand management, brand engagement, health and wellness tourism

Cite this paper

Sociology Study, August 2015, Vol. 5, No. 8, 653-675

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