BRAND DEVELOPMENT OF CHARMING TOURIST COMMUNITY PRODUCT: CREATIVE CULTURAL HERITAGE IN LESS-VISITED AREA OF KAMPHAENG PHET PROVINCE

Abstract

This research aims to: 1) study the level of brand value perception of community products with creative cultural heritage charm in secondary cities of Kamphaeng Phet Province, and 2) develop the brand of community tourism products with creative cultural heritage charm in secondary cities of Kamphaeng Phet Province. The samples group consists of 400 consumers or tourists who have purchased community products. A questionnaire was used as the research tool, and the data were analyzed using descriptive statistics to find frequency, percentage, mean, and standard deviation. Additionally, 10 OTOP community product entrepreneurs, selected as top-rated products (2-3 stars) from three product groups and five products, participated in a workshop. The data were analyzed using basic statistics and content analysis. The research findings are as follows: 1. Consumers or tourists who have purchased community tourism products have the highest level of brand value perception overall, with the highest ratings in brand recognition and brand quality perception. 2. The development of community product brands in all three product groups and five products incorporates the community’s identity into the brand design to create a memorable image for consumers and convey the community’s story through the brand.