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

Author

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  • 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
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    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

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