ภาพลักษณ์ตราสินค้าประเทศไทย ที่เกี่ยวข้องกับภาคส่วนการท่องเที่ยว

Abstract

Tourism is one of the sectors that has economic importance and generates significant income for Thailand. For foreign tourists, nation brand image relating to the tourism sector (NBI-tourism) is one of the factors that plays a significant role in attracting tourists to visit the destination. However, the NBI-tourism of Thailand has been affected by several incidents in recent years. thus driving Thailand to at temht to restore its NBI-tourism to its former high level, which requires an understanding of the current NBI-tourism of Thailand in the eyes of foreign tourists. Findings from the quantitative questionnaire administered to 448 foreign tourists revealed that the respondents perceived NBI-tourism of Thailand ranging from medium to high, with an average mean of 2.50-4.49 in 40 components, which can be categorized into 10 dimensions 1) Culture 2) People 3) Tourism 4) Geography 5) Arts 6) Thainess 7)Economic 8) History 9) Entertainment and 10) Politics and governance