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Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok

Author

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  • Viriya Taecharungroj

    (Mahidol University International College)

  • Morakot Muthuta

    (King Mongkut’s Institute of Technology Ladkrabang)

  • Pheereeya Boonchaiyapruek

    (Silpakorn University)

Abstract

A number of cities and towns have used sustainability as a brand position, but most appear to have focused on the environmental aspect of sustainability, while the adoption of other dimensions of sustainability, including social and economic, has been limited. The objective of this study is to create a branding tool that can help towns develop a brand position that is credible, drives growth, involves residents and fosters sustainability. This sustainable place branding analysis was adapted from the importance–performance analysis widely used in business and in the tourism industry. The data were collected from the residents of ten towns in the vicinity of Bangkok, Thailand. The tool provides mayors with a holistic analysis of sustainability, suggests dimensions to be considered in the brand position and guides strategic actions to sustainably develop places. From the findings, the authors suggest five types of sustainable towns that the mayors of the ten towns can adopt as a brand position: elegant, compassionate, lively, peaceful and green.

Suggested Citation

  • Viriya Taecharungroj & Morakot Muthuta & Pheereeya Boonchaiyapruek, 2019. "Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(4), pages 210-228, December.
    • Handle: RePEc:pal:pbapdi:v:15:y:2019:i:4:d:10.1057_s41254-019-00127-5
    DOI: 10.1057/s41254-019-00127-5
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    2. Heather Skinner, 2021. "Place Branding—The Challenges of Getting It Right: Coping with Success and Rebuilding from Crises," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-17, March.
    3. Ares Kalandides & Boris Grésillon, 2021. "The Ambiguities of “Sustainable” Berlin," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    4. Zablodska Inna & Rohozian Yuliia & Melnykova Oleksandra & Romakhova Oksana & Karielin Serhii, 2021. "Territorial Dimension for Sustainable Development of Infrastructure Enterprises: Information and Administrative Component," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 43(3), pages 354-362, September.
    5. Simona Stojanova & Nina Cvar & Jurij Verhovnik & Nataša Božić & Jure Trilar & Andrej Kos & Emilija Stojmenova Duh, 2022. "Rural Digital Innovation Hubs as a Paradigm for Sustainable Business Models in Europe’s Rural Areas," Sustainability, MDPI, vol. 14(21), pages 1-20, November.
    6. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.

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