ภาพลักษณ์ของเอเชียตะวันออกเฉียงใต้: การค้นหาภาพลักษณ์ของภูมิภาคจากภาพถ่ายในสื่อสังคมออนไลน์ที่ผู้ใช้สร้างขึ้น
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พ.ค. 25, 2021
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ภาพลักษณ์ภูมิภาค การตลาดสำหรับแหล่งท่องเที่ยว ภูมิภาคเอเชียตะวันออกเฉียงใต้ อาเซียน การวิเคราะห์ภาพ การสร้างแบรนด์สถานที่
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บทคัดย่อ
การวิเคราะห์ภาพลักษณ์ของสถานที่เป็นหัวข้อที่มีการศึกษาอย่างแพร่หลาย แต่ในขณะเดียวกันการวิจัยในระดับภูมิภาค (Supranational) ยังมีอย่างจำกัด งานวิจัยนี้มีจุดประสงค์เพื่อนำเสนอวิธีการใหม่ในการระบุภาพลักษณ์ของภูมิภาคเอเชียตะวันออกเฉียงใต้ (SEA) ซึ่งเป็นพื้นที่ที่ได้รับความสนใจในการศึกษาค้นคว้าข้อมูลในด้านของความร่วมมือทางเศรษฐกิจและการเมือง โดยการนําเสนอภาพลักษณ์ของภูมิภาคเอเชียตะวันออกเฉียงใต้จะนําไปสู่การพัฒนาธุรกิจการท่องเที่ยวในระดับภูมิภาค งานวิจัยนี้ใช้ Google Cloud Vision AI และอัลกอริทึมการในการสร้างแบบจําลองหัวข้อ (Latent Dirichlet allocation) เพื่อวิเคราะห์ภาพถ่ายจาก Flickr จำนวน 50,000 รูป จากทั้ง 10 ประเทศซึ่งเป็นสมาชิกของสมาคมประชาชาติแห่งเอเชียตะวันออกเฉียงใต้ (อาเซียน) โดยผลจากการวิเคราะห์รูปภาพแสดงให้เห็นว่าภูมิภาคเอเชียตะวันออกเฉียงใต้มีความโดนเด่นใน 5 มิติ ประกอบไปด้วยภูมิทัศน์ที่สวยงาม ความหลากหลายธรรมชาติ สถาปัตยกรรมทางประวัติศาสตร์และศาสนา ความคึกคักของเมือง และกิจกรรมทางวัฒนธรรมและประเพณีต่าง ๆ โดยผลการวิจัยนี้สามารถช่วยให้ประเทศในภูมิภาคเอเชียตะวันออกเฉียงใต้สร้างภาพลักษณ์ที่ครอบคลุมและสอดคล้องกันได้มากขึ้น ประเทศต่าง ๆ ในภูมิภาคยังสามารถแลกเปลี่ยนและโอนถ่ายภาพลักษณ์เพื่อสร้างผลิตภัณฑ์และบริการเฉพาะภูมิภาค
Article Details
รูปแบบการอ้างอิง
สุขันทอง ก., & เตชะรุ่งโรจน์ ว. (2021). ภาพลักษณ์ของเอเชียตะวันออกเฉียงใต้: การค้นหาภาพลักษณ์ของภูมิภาคจากภาพถ่ายในสื่อสังคมออนไลน์ที่ผู้ใช้สร้างขึ้น. วารสารวิเทศศึกษา มหาวิทยาลัยสงขลานครินทร์, 11(1), 215–252. สืบค้น จาก https://so03.tci-thaijo.org/index.php/jis/article/view/252556
ประเภทบทความ
บทความวิจัย
ข้อความและความคิดเห็นที่แสดงในบทความ เป็นแนวคิดของผู้เขียน มิใช่ความรับผิดชอบของกองบรรณาธิการ และคณะผู้จัดทำแต่อย่างใด
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารวิเทศศึกษา ถือเป็นลิขสิทธิ์ของวารสารวิเทศศึกษา หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด ๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารวิเทศศึกษา ก่อนเท่านั้น
เอกสารอ้างอิง
Acharya, A., & Rahman, Z. (2016). Place branding research: a thematic review and future research agenda. International Review on Public and Nonprofit Marketing, 13(3), 289-317.
Aitken, R., & Campelo, A. (2011). The four Rs of place branding. Journal of Marketing Management, 27(9-10), 913-933.
Anandkumar, A., Foster, D. P., Hsu, D. J., Kakade, S. M., & Liu, Y.-K. (2012). A spectral algorithm for latent dirichlet allocation. Paper presented at the Advances in Neural Information Processing Systems.
Andéhn, M., & Zenker, S. (2015). Place branding in systems of place–on the interrelation of nations and supranational places. In Inter-Regional Place Branding (pp. 25-37): Springer.
Andersson, M., & Paajanen, M. (2012). Common or competing products? Towards supra-national branding in BaltMet Promo. Journal of Place Management and Development, 5(1), 56-69.
Braun, E., Eshuis, J., & Klijn, E.-H. (2014). The effectiveness of place brand communication. Cities, 41, 64-70.
Browning, C. S., & Ferraz de Oliveira, A. (2017). Reading brand Africa geopolitically: Nation branding, subaltern geopolitics and the persistence of politics. Geopolitics, 22(3), 640-664.
Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of tourism research, 29(3), 720-742.
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12, 1-11.
Day, J., Skidmore, S., & Koller, T. (2002). Image selection in destination positioning: A new approach. Journal of vacation marketing, 8(2), 177-186.
Deng, N., & Li, X. R. (2018). Feeling a destination through the “right” photos: A machine learning model for DMOs’ photo selection. Tourism management, 65, 267-278.
Dinnie, K. (2004). Place branding: Overview of an emerging literature. Place branding, 1(1), 106-110.
Dooley, G., & Bowie, D. (2005). Place brand architecture: Strategic management of the brand portfolio. Place branding, 1(4), 402-419.
Elliot, S., Papadopoulos, N., & Kim, S. S. (2011). An integrative model of place image: Exploring relationships between destination, product, and country images. Journal of Travel Research, 50(5), 520-534.
Ghimire, K. B. (2001). Regional tourism and South‐South economic cooperation. The Geographical Journal, 167(2), 99-110.
Greaves, N., & Skinner, H. (2010). The importance of destination image analysis to UK rural tourism. Marketing Intelligence & Planning, 28(4), 486-507.
Greenacre, M. (1992). Correspondence analysis in medical research. Statistical methods in medical research, 1(1), 97-117.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of business research, 59(5), 638-642.
Hosseini, H., Xiao, B., & Poovendran, R. (2017). Google's Cloud Vision API Is Not Robust To Noise. Paper presented at the 2017 16th IEEE International Conference on Machine Learning and Applications (ICMLA).
Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place branding, 1(1), 58-73.
Kokosalakis, C., Bagnall, G., Selby, M., & Burns, S. (2006). Place image and urban regeneration in Liverpool. International Journal of Consumer Studies, 30(4), 389-397.
Liu, Y. -Y., Tseng, F. -M., & Tseng, Y. -H. (2018). Big Data analytics for forecasting tourism destination arrivals with the applied Vector Autoregression model. Technological Forecasting and Social Change, 130, 123-134.
Magnus, J. (2016). International branding of the Nordic region. Place Branding and Public Diplomacy, 12(2-3), 195-200.
Maskeri, G., Sarkar, S., & Heafield, K. (2008). Mining business topics in source code using latent dirichlet allocation. Paper presented at the Proceedings of the 1st India software engineering conference.
Mulfari, D., Celesti, A., Fazio, M., Villari, M., & Puliafito, A. (2016). Using Google Cloud Vision in assistive technology scenarios. Paper presented at the 2016 IEEE Symposium on Computers and Communication (ISCC).
Nathan, M., Vandore, E., & Voss, G. (2019). Spatial imaginaries and tech cities: place-branding East London’s digital economy. Journal of Economic Geography, 19(2), 409-432.
Pedeliento, G., & Kavaratzis, M. (2019). Bridging the gap between culture, identity and image: A structurationist conceptualization of place brands and place branding. Journal of Product & Brand Management.
Petri, P. A., Plummer, M., & Zhai, F. (2010). The ASEAN Economic Community: A general equilibrium analysis. Available at SSRN 1682200.
Ramit-Medrano, L. (2017). ASEAN Economic Community, Intellectual Property, and Future Directions for Patent Administration in the Region. Ateneo LJ, 62, 1191.
Salikha, A. (2019). RANKED: International Tourist Arrivals In Southeast Asia Countries 2018. Retrieved from https://seasia.co/2019/03/15/international-tourist-arrivals-in-southeast-asia-countries-2018
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
Taecharungroj, V. (2018). City-district divergence grid: a multi-level city brand positioning tool. Place Branding and Public Diplomacy, 14(2), 101-114.
Taecharungroj, V., & Mathayomchan, B. (2020a). The big picture of cities: Analysing Flickr photos of 222 cities worldwide. Cities, 102, 102741.
Taecharungroj, V., & Mathayomchan, B. (2020b). Traveller‐generated destination image: Analysing Flickr photos of 193 countries worldwide. International Journal of Tourism Research.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
Therkelsen, A., & Gram, M. (2010). Branding Europe–between nations, regions and continents. Scandinavian Journal of Hospitality and Tourism, 10(2), 107-128.
Timothy, D. J. (2003). Supranationalist alliances and tourism: Insights from ASEAN and SAARC. Current Issues in Tourism, 6(3), 250-266.
Van Dijck, J. (2011). Flickr and the culture of connectivity: Sharing views, experiences, memories. Memory Studies, 4(4), 401-415.
Witte, J.-J., & Braun, E. (2015). Cross-border place branding in Europe. In Inter-regional place branding (pp. 87-98): Springer.
Wong, E. P., Mistilis, N., & Dwyer, L. (2011). A framework for analyzing intergovernmental collaboration–The case of ASEAN tourism. Tourism Management, 32(2), 367-376.
Zenker, S., & Braun, E. (2010). Branding a city: A conceptual approach for place branding and place brand management.
Zenker, S., & Jacobsen, B. P. (2015). Introduction to interregional place branding. In Inter-Regional Place Branding (pp. 1-11): Springer.
Appendix
Activities photos
AC1: https://www.flickr.com/photos/15368831@N00/3976204032
AC2: https://www.flickr.com/photos/88192491@N08/8797297908
AC3: https://www.flickr.com/photos/34534185@N00/6605022485
AC4: https://www.flickr.com/photos/53836467@N07/9032638107
AC5: https://www.flickr.com/photos/65548818@N00/16301625821
AC6: https://www.flickr.com/photos/54238729@N07/14346024054
Architecture photos
AR1: https://www.flickr.com/photos/17291033@N00/4839832214
AR2: https://www.flickr.com/photos/71048973@N00/12842517294
AR3: https://www.flickr.com/photos/88151946@N00/33773761641
AR4: https://www.flickr.com/photos/31190896@N08/6499612057
AR5: https://www.flickr.com/photos/126971360@N02/24725835765
AR6: https://www.flickr.com/photos/69862881@N00/8883443568
Nature photos
NA1: https://www.flickr.com/photos/22451301@N00/10639019666
NA2: https://www.flickr.com/photos/89604217@N04/8159117102
NA3: https://www.flickr.com/photos/46133228@N02/34039009110
NA4: https://www.flickr.com/photos/58989164@N02/6283123074
NA5: https://www.flickr.com/photos/106254613@N05/10492959275
NA6: https://www.flickr.com/photos/39415470@N02/8087489499
City photos
CI1: https://www.flickr.com/photos/44124447497@N01/400140019
CI2: https://www.flickr.com/photos/25725480@N00/4825899210
CI3: https://www.flickr.com/photos/26781577@N07/11512501443
CI4: https://www.flickr.com/photos/75212875@N02/36019310096
CI5: https://www.flickr.com/photos/52741348@N02/30197582287
CI6: https://www.flickr.com/photos/45928922@N03/8509721095
Landscape photos
LA1: https://www.flickr.com/photos/88192491@N08/8786656659
LA2: https://www.flickr.com/photos/75212875@N02/35823805414
LA3: https://www.flickr.com/photos/147711984@N08/27841515309
LA4: https://www.flickr.com/photos/100635695@N04/23029314679
LA5: https://www.flickr.com/photos/112649395@N05/40295658672
LA6: https://www.flickr.com/photos/31366043@N03/14862374415
Aitken, R., & Campelo, A. (2011). The four Rs of place branding. Journal of Marketing Management, 27(9-10), 913-933.
Anandkumar, A., Foster, D. P., Hsu, D. J., Kakade, S. M., & Liu, Y.-K. (2012). A spectral algorithm for latent dirichlet allocation. Paper presented at the Advances in Neural Information Processing Systems.
Andéhn, M., & Zenker, S. (2015). Place branding in systems of place–on the interrelation of nations and supranational places. In Inter-Regional Place Branding (pp. 25-37): Springer.
Andersson, M., & Paajanen, M. (2012). Common or competing products? Towards supra-national branding in BaltMet Promo. Journal of Place Management and Development, 5(1), 56-69.
Braun, E., Eshuis, J., & Klijn, E.-H. (2014). The effectiveness of place brand communication. Cities, 41, 64-70.
Browning, C. S., & Ferraz de Oliveira, A. (2017). Reading brand Africa geopolitically: Nation branding, subaltern geopolitics and the persistence of politics. Geopolitics, 22(3), 640-664.
Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of tourism research, 29(3), 720-742.
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12, 1-11.
Day, J., Skidmore, S., & Koller, T. (2002). Image selection in destination positioning: A new approach. Journal of vacation marketing, 8(2), 177-186.
Deng, N., & Li, X. R. (2018). Feeling a destination through the “right” photos: A machine learning model for DMOs’ photo selection. Tourism management, 65, 267-278.
Dinnie, K. (2004). Place branding: Overview of an emerging literature. Place branding, 1(1), 106-110.
Dooley, G., & Bowie, D. (2005). Place brand architecture: Strategic management of the brand portfolio. Place branding, 1(4), 402-419.
Elliot, S., Papadopoulos, N., & Kim, S. S. (2011). An integrative model of place image: Exploring relationships between destination, product, and country images. Journal of Travel Research, 50(5), 520-534.
Ghimire, K. B. (2001). Regional tourism and South‐South economic cooperation. The Geographical Journal, 167(2), 99-110.
Greaves, N., & Skinner, H. (2010). The importance of destination image analysis to UK rural tourism. Marketing Intelligence & Planning, 28(4), 486-507.
Greenacre, M. (1992). Correspondence analysis in medical research. Statistical methods in medical research, 1(1), 97-117.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of business research, 59(5), 638-642.
Hosseini, H., Xiao, B., & Poovendran, R. (2017). Google's Cloud Vision API Is Not Robust To Noise. Paper presented at the 2017 16th IEEE International Conference on Machine Learning and Applications (ICMLA).
Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place branding, 1(1), 58-73.
Kokosalakis, C., Bagnall, G., Selby, M., & Burns, S. (2006). Place image and urban regeneration in Liverpool. International Journal of Consumer Studies, 30(4), 389-397.
Liu, Y. -Y., Tseng, F. -M., & Tseng, Y. -H. (2018). Big Data analytics for forecasting tourism destination arrivals with the applied Vector Autoregression model. Technological Forecasting and Social Change, 130, 123-134.
Magnus, J. (2016). International branding of the Nordic region. Place Branding and Public Diplomacy, 12(2-3), 195-200.
Maskeri, G., Sarkar, S., & Heafield, K. (2008). Mining business topics in source code using latent dirichlet allocation. Paper presented at the Proceedings of the 1st India software engineering conference.
Mulfari, D., Celesti, A., Fazio, M., Villari, M., & Puliafito, A. (2016). Using Google Cloud Vision in assistive technology scenarios. Paper presented at the 2016 IEEE Symposium on Computers and Communication (ISCC).
Nathan, M., Vandore, E., & Voss, G. (2019). Spatial imaginaries and tech cities: place-branding East London’s digital economy. Journal of Economic Geography, 19(2), 409-432.
Pedeliento, G., & Kavaratzis, M. (2019). Bridging the gap between culture, identity and image: A structurationist conceptualization of place brands and place branding. Journal of Product & Brand Management.
Petri, P. A., Plummer, M., & Zhai, F. (2010). The ASEAN Economic Community: A general equilibrium analysis. Available at SSRN 1682200.
Ramit-Medrano, L. (2017). ASEAN Economic Community, Intellectual Property, and Future Directions for Patent Administration in the Region. Ateneo LJ, 62, 1191.
Salikha, A. (2019). RANKED: International Tourist Arrivals In Southeast Asia Countries 2018. Retrieved from https://seasia.co/2019/03/15/international-tourist-arrivals-in-southeast-asia-countries-2018
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
Taecharungroj, V. (2018). City-district divergence grid: a multi-level city brand positioning tool. Place Branding and Public Diplomacy, 14(2), 101-114.
Taecharungroj, V., & Mathayomchan, B. (2020a). The big picture of cities: Analysing Flickr photos of 222 cities worldwide. Cities, 102, 102741.
Taecharungroj, V., & Mathayomchan, B. (2020b). Traveller‐generated destination image: Analysing Flickr photos of 193 countries worldwide. International Journal of Tourism Research.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425.
Therkelsen, A., & Gram, M. (2010). Branding Europe–between nations, regions and continents. Scandinavian Journal of Hospitality and Tourism, 10(2), 107-128.
Timothy, D. J. (2003). Supranationalist alliances and tourism: Insights from ASEAN and SAARC. Current Issues in Tourism, 6(3), 250-266.
Van Dijck, J. (2011). Flickr and the culture of connectivity: Sharing views, experiences, memories. Memory Studies, 4(4), 401-415.
Witte, J.-J., & Braun, E. (2015). Cross-border place branding in Europe. In Inter-regional place branding (pp. 87-98): Springer.
Wong, E. P., Mistilis, N., & Dwyer, L. (2011). A framework for analyzing intergovernmental collaboration–The case of ASEAN tourism. Tourism Management, 32(2), 367-376.
Zenker, S., & Braun, E. (2010). Branding a city: A conceptual approach for place branding and place brand management.
Zenker, S., & Jacobsen, B. P. (2015). Introduction to interregional place branding. In Inter-Regional Place Branding (pp. 1-11): Springer.
Appendix
Activities photos
AC1: https://www.flickr.com/photos/15368831@N00/3976204032
AC2: https://www.flickr.com/photos/88192491@N08/8797297908
AC3: https://www.flickr.com/photos/34534185@N00/6605022485
AC4: https://www.flickr.com/photos/53836467@N07/9032638107
AC5: https://www.flickr.com/photos/65548818@N00/16301625821
AC6: https://www.flickr.com/photos/54238729@N07/14346024054
Architecture photos
AR1: https://www.flickr.com/photos/17291033@N00/4839832214
AR2: https://www.flickr.com/photos/71048973@N00/12842517294
AR3: https://www.flickr.com/photos/88151946@N00/33773761641
AR4: https://www.flickr.com/photos/31190896@N08/6499612057
AR5: https://www.flickr.com/photos/126971360@N02/24725835765
AR6: https://www.flickr.com/photos/69862881@N00/8883443568
Nature photos
NA1: https://www.flickr.com/photos/22451301@N00/10639019666
NA2: https://www.flickr.com/photos/89604217@N04/8159117102
NA3: https://www.flickr.com/photos/46133228@N02/34039009110
NA4: https://www.flickr.com/photos/58989164@N02/6283123074
NA5: https://www.flickr.com/photos/106254613@N05/10492959275
NA6: https://www.flickr.com/photos/39415470@N02/8087489499
City photos
CI1: https://www.flickr.com/photos/44124447497@N01/400140019
CI2: https://www.flickr.com/photos/25725480@N00/4825899210
CI3: https://www.flickr.com/photos/26781577@N07/11512501443
CI4: https://www.flickr.com/photos/75212875@N02/36019310096
CI5: https://www.flickr.com/photos/52741348@N02/30197582287
CI6: https://www.flickr.com/photos/45928922@N03/8509721095
Landscape photos
LA1: https://www.flickr.com/photos/88192491@N08/8786656659
LA2: https://www.flickr.com/photos/75212875@N02/35823805414
LA3: https://www.flickr.com/photos/147711984@N08/27841515309
LA4: https://www.flickr.com/photos/100635695@N04/23029314679
LA5: https://www.flickr.com/photos/112649395@N05/40295658672
LA6: https://www.flickr.com/photos/31366043@N03/14862374415
