附录 译文原文

Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand

Literature source ：Sustainability 2021, 13(16), 9409;

Abstract

The purpose of this study was to explore how a regional brand can be co-created among different cities by employing the concept of place branding and brand culture. The Andaman Tourism Cluster of Thailand (ATC) generates the most tourism revenue in Thailand. Developing a regional brand identity can strengthen the competitive advantage of the ATC. Data were collected using multi-method research through questionnaires, projective techniques, and focus group interviews. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data were analyzed using thematic analysis. This study also shows that multi-method research contributes to brand management by facilitating collaboration, participation, and brand congruence among stakeholders. Quantitative and qualitative data were synthesized in order to develop the brand identity of the ATC. Focus group interviews were also employed to co-create the regional brand identity as lsquo;Irresistible Andamanrsquo;, of which sustainable tourism management is a fundamental aspect. This study demonstrates how multiple sub-brands with different stakeholders can be integrated into a single regional brand. Moreover, stakeholders should focus on internal branding by communicating with all stakeholders to co-create brand congruence.

Keywords multi-method research; regional brand; brand culture; Andaman tourism cluster of Thailand

1. Introduction

An important aspect of place branding, as described by Zenker et al. (2017) [1], Kotsi et al. (2016) [2], and Braun et al. (2013) [3], is the network of associations in touristsrsquo; minds, which tourists interpret from visual and communication messages, including the architecture in the particular place. John et al. (2006) [4] recognized the branding concept as a branding model in which consumers or tourists tend to perceive and consume brands on the basis of their memories and perceptions. Therefore, brands are the meanings, experiences, emotions, images, preferences, and behaviors toward particular objects, including places, countries, or regions. However, this perspective tends to view brands in terms of how consumers/tourists interpret communication messages and overlooks the cultural aspects of the place, as each place/country consists of unique rituals and traditions. One of the potential gaps is the identification of images or associations related to place branding [2]. Schroeder (2009) [5] reported that consumers or tourists tend to have perceptions below the expectations of marketing because there are different factors in consumer perception.

As indicated in the place branding literature, one of the potential research gaps is that there are multiple stakeholders within the place branding; therefore, to gain insights for developing a place brand, brand scholars require a multi-method approach to collect data for the branding process [2]. As seen from the literature, most research has been conducted using quantitative methods [2,6,7,8,9,10], but there has been little interest in conducting qualitative research on the development of place branding, in spite of the fact that both quantitative and qualitative techniques can fulfil drawbacks of each method. Additionally, as mentioned by Zenker et al. (2017) [1], branding is complex; therefore, it requires a variety of methods to respond to the multiple dimensions of a brand. Kotsi et al. (2016) [2] studied the role of visual and auditory branding signatures in place branding by focusing on multiple stakeholders. They employed storytelling and collected multiple brand interpretations to create a place brand. As described in Hankinson (2004) [11], Maheshwari and Lodorfos (2014) [附录 译文

——泰国安达曼旅游集群

摘 要

关键字 多方法研究 ; 区域品牌 ; 品牌文化 ; 泰国安达曼旅游集群

1.引言

正如Zenker等人（2017）[1]，Kotsi等人（2016）[2]和Braun等人（2013）[3]所描述的那样，地方品牌的一个重要方面是游客头脑中的关联网络，游客从视觉和交流信息中解释，包括特定地点的建筑。John et al. （2006） [4] 将品牌概念视为一种品牌模式，消费者或游客倾向于根据他们的记忆和看法来感知和消费品牌。因此，品牌是对特定物体（包括地点、国家或地区）的含义、体验、情感、图像、偏好和行为。然而，这种观点倾向于从消费者/游客如何解释沟通信息的角度来看待品牌，而忽略了这个地方的文化方面，因为每个地方/国家都由独特的仪式和传统组成。其中一个潜在的差距是识别与地方品牌相关的图像或关联[2]。Schroeder（2009）[5]报告说，消费者或游客的感知往往低于营销的预期，因为消费者感知中存在不同的因素。

正如地方品牌文献中所指出的，一个潜在的研究差距是，地方品牌内有多个利益相关者;因此，为了获得开发地方品牌的见解，品牌学者需要一种多方法来收集品牌推广过程的数据[2]。从文献中可以看出，大多数研究都是使用定量方法进行的[2，6，7，8，9，10]，但是尽管定量和定性技术都可以解决每种方法的缺点，但对地方品牌的发展进行定性研究的兴趣不大。此外，正如Zenker等人（2017）[1]所提到的，品牌是复杂的;因此，它需要多种方法来应对一个品牌的多个维度。Kotsi等人（2016）[2]通过关注多个利益相关者，研究了视觉和听觉品牌签名在品牌中的作用。他们采用讲故事的方式，并收集了多种品牌诠释，以创建一个地方品牌。正如Hankinson （2004） [11]，Maheshwari和Lodorfos（2014）[12]，Matiza和Slabbert（2020）[13]，Souiden等人（2017）[14]和Zenker等人（2017）[1]所述，地方品牌与目的地品牌相似，但前者通过关注地点，位置，城市和多个利益相关者，特别是当地利益相关者，超越了游客和旅游业的界限。许多学者，例如Braun等人（2013）[3]和Freire（2009）[15]，报告说，当地利益相关者，政府，非政府组织，游客，企业和居民在品牌推广中发挥着重要作用。因此，地方品牌学者需要不同的方法来理解地方品牌化过程[2，3，16]。Kotsi等人（2016）[2]认为，地方品牌需要定量和定性研究的优势，以扩展我们对这一过程的知识。它们包括多个利益相关者和讲故事，这些都是通过视觉和听觉签名开发品牌概念的必要考虑因素。

泰国是旅游业在收入和游客数量方面增长最快的国家之一[17];因此，其他国家，如马来西亚，越南和印度尼西亚，已经制定了品牌战略，以增加其在旅游市场的份额[18]。泰国旅游和体育部研究情况，并通过旅游集群不断制定国家旅游战略。泰国安达曼旅游集群（以下简称ATC）是一个战略旅游区，拥有五个子品牌，由五个省组成：普吉岛，攀牙湾，甲米，董里和沙敦。ATC是泰国最大的旅游集群，即2019年有2936万游客和208.4亿美元的收入[19]。作为区域旅游集群，ATC的愿景是成为“基于安达曼文化的世界级和可持续的海洋旅游”[18]。为了实现ATC的愿景，该地区的可持续发展和品牌推广工作都需要参与推动行动计划[18]。因此，ATC需要一个品牌战略，可以促进五个子品牌的利益相关者之间的合作，以建立区域品牌。在这种情况下，来自不同机构和组织的多个利益相关者和政治家在品牌管理中扮演着重要的角色，因为他们每个人都有自己的政策或战略[12];因此，典型的研究技术可能无法提供足够的资源来发展区域品牌。

为了发展研究的概念框架，探讨了品牌文化和地方品牌的概念，以了解品牌推广过程。许多传统品牌论文将品牌视为名称，标志，设计或包装，以识别产品的所有权[20，21]。然而，随着Web 4

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