IDEAS home Printed from https://ideas.repec.org/a/amf/ijrtfa/v2y2013i2p41-54.html
   My bibliography  Save this article

Roi - Kaen - San - Sin destination branding. The challenge of responsible tourism in Thailand for AEC

Author

Listed:
  • Donruetai Kovathanakul

Abstract

Roi-Kaen-San-Sin is a pseudonym of the cultural prosperity destination areas of Roi-et, Khon Kaen, Mahasarakam, and Kalasin Provinces in Thailand. This cluster is situated on Mittraparp Road, the highway and gateway to Route No.9, which links to Laos and Vietnam. Destination Branding is one of the things the Tourism Authority of Thailand would like to upgrade in each of the provinces. The author selected Sinsai, oral traditions, unique forms of architecture, literature, and various performances for use in branding in order to accentuate and brand these tourism destinations in Laos-Thailand as valuable heritages, both tangibly and intangibly. The challenge was in how to show the cultural diversity of the former Lan Xang Kingdom by means of responsible tourism in line with the objectives of the ASEAN Economic Community. What is the best way to systemize and integrate the cultural and intangible splendor of these locations? This paper will develop the initiative case study concept of responsible cultural heritage destination branding.

Suggested Citation

  • Donruetai Kovathanakul, 2013. "Roi - Kaen - San - Sin destination branding. The challenge of responsible tourism in Thailand for AEC," International Journal for Responsible Tourism, Fundatia Amfiteatru, vol. 2(2), pages 41-54, May.
  • Handle: RePEc:amf:ijrtfa:v:2:y:2013:i:2:p:41-54
    as

    Download full text from publisher

    File URL: http://repec.turismulresponsabil.ro/RePEc/amfarchive/2013-2/2013-2-2-41-54.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Roi-Kaen-San-Sin; AEC; cultural heritage; destination; branding;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q59 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:amf:ijrtfa:v:2:y:2013:i:2:p:41-54. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: . General contact details of provider: http://fundatia-amfiteatru.ro .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Raluca Eftimie (email available below). General contact details of provider: http://fundatia-amfiteatru.ro .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.