Community branding and community product branding for the competitive business of historical and cultural tourism in Udon Thani Province

Abstract

The current study examined the relationship between community branding, tourist attraction, community product branding and competitive business performance of historical and cultural tourism. This relationship is examined in relation to the historical and cultural tourism. The objective of this study is to examine the role of community branding in competitive business performance in Thailand. Survey questionnaire is developed to collect data from Thailand in relation to the historical and cultural tourism in Udon Thani Province. 260 responses are used for data analysis. Results of the study shows that community branding has positive effect on competitive business environment. Community branding also has positive role to influence tourist attraction and community product branding which lead to the competitive business performance in historical and cultural tourism. It is observed that tourism attraction also playing an important role to promote community product branding which has influence on business performance of tourism activities. Therefore, the current study has significant implications for historical and cultural tourism in Udon Thani Province Thailand.