Cultural destination branding for Doi Mae Salong : stakeholders’ perspectives

Abstract

This study uses qualitative and quantitative methods to propose and develop Doi Mae Salong's destination branding. Here are the research goals: This research aims to: 1) investigate the community identity, destination resources, and significance of Doi Mae Salong; 2) collect data on Doi Mae Salong's tourism resources and current tourism situation; 3) identify the stakeholders' destination branding goals for Doi Mae Salong; and 4) develop Doi Mae Salong's brand based on its resources and stakeholders' perspectives. During the quantitative phase, on-site visitors completed a questionnaire with an IOC score of 0.896 between August 8 and September 8, 2023. A total of 151 participants shared their views on community identity, destination resources, tourist resources, and Doi Mae Salong's tourism situation. The qualitative phase included semi-structured interviews with 9 key stakeholders from local communities, institutes, and businesses. A month of observational study and online research provided a complete picture of Doi Mae Salong's tourism environment. With respect to objective 1, it is found that community self-identity differs significantly across the generations. Older people identify themselves as Chinese, while younger ones as Doi Mae Salong locals. The place's cool temperature, beautiful scenery, and world-famous coffee, tea and its rich history and culture; With respect to objective 2: visitor attraction in Doi Mae Salong include home-stay experiences and unique culture. The results also highlight the need for improved facilities, management and the need of forming industry-specific associations for more efficient communications; Regarding objective 3, the researcher has identified stakeholders’ goals for the destination: namely, safeguarding culture, environmental sustainability, infrastructure improvement, community involvement, government assistance, achieving business goals and public recognition; As for objective 4, a variety of brand development perspectives are identified, culminating to the concept "Mae Salong: An undiscovered historical treasure of serenity and hospitality." Stakeholder viewpoints shape this tale, blending historical value with a relaxing environment, cultural landscape, and friendliness to make Doi Mae Salong a unique Sino-Thai destination in Thailand.