ฺBangkok Branding through the Bangkokian's Perspective.
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Abstract
This research aims to 1) study Bangkok’s identity of the Conventional Districts through the Bangkokian’s perspective, 2) explore the development of the Conventional Districts towards the New and Emerging Districts, and 3) apply the findings of Bangkok’s identity study to Bangkok branding. The subject of this study was a 3- Helix group of policy makers, district researchers and developers, and Bangkokians. Focus-grouped interviews were conducted with the two groups: policy makers, and district researchers and developers, and a survey questionnaire was used with a group of 400 Bangkokians. The findings show that Bangkok is a multicultural society, having the Chao Phraya River and Thainess as the city’s identity. Based on the Structural Equation Model (SEM), the findings confirmed that Bangkok identity also consists of a variety of dimensions, including history and culture; natural infrastructure; and tourism and recreation, which can lead to Bangkok branding which is based on its being the capital city of history and valuable cultural heritage, its being a multicultural community with the river and canals as natural infrastructure, and its being a city with a vision towards becoming a smart city. The results, therefore, suggest the definition of Bangkok for Bangkok branding is ‘a living city of Thai heritage with natural infrastructure connecting people of multicultural and sophisticated city that keeps up with the world’.
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