Destination Branding： Brand Management and Brand Engagement of Health and Wellness Tourism in Thailand and the ASEAN Region推荐.pdf

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Destination Branding： Brand Management and Brand Engagement of Health and Wellness Tourism in Thailand and the ASEAN Region推荐.pdf

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Destination Branding： Brand Management and Brand Engagement of Health and Wellness Tourism in Thailand and the ASEAN Region推荐

SociologyStudy．August2015，Vo1．5，No．8，653-675 doi：10．17265／2159·5526／2015．08．006 … … … DestinationBranding：BrandManagementand BrandEngagementofHealthandW ellness Tourism inThailandandtheASEANRegion JirapornPrommaha。 Abstract The10ASEAN(AssociationofSoutheastAsianNations)countriesinSoutheastAsiahavebeenunitedforASEANcommunity in 2015．Thailandisoneofthememberswhotakehealthandwellnesstourism responsibility abouttourism and product information．andhealtl1andwellnesstourism standardization．Therefore，theresearcherhasstudiedinhealthtourism image inThailandandASEAN．becausetheimageissignificantcosttopromotehealthandwellnesstourism．Theyarefactorshtat influenceimagemanagementandalsoimageattributesabouthealthandwellnesstourism inThailandandASEANcountries． Inthisstudy,theauthoraimedattheexaminationofinfluencedfactorsandhteattributesofrThailand’sandASEANsimages ofhealht andwellnesstourism managementandfindingouttherelationsamongcognitive，affective，andbrandengagement inThailandandASEAN．Thisresearchcouldbeusedasguidelineinformationofrcreationofplansandgovernmentalpolicies ofhealthandwellnesstourism ofThailandandASEAN regionaswel1．Thedataobatinedinthisstudyincludedoverallimage anddestinationbrandengagement,orpersonalengagementthroughwayoflifeanddailylifeofSoutheastAsianpeople． SoutheastAsiahasitsuniquenessaccordingtoits slogan “ASEANSoutheastAsia：FeeltheW armth”．Thisisconsideredasone ofuniqueactivitiesinhealht andwellnesstourism．Tourists canhaveht eirdirectexperienceswithuniquetraditionofeach nation． Keywords Destinationbranding,brandmanagement,brandengagement,healthandwellnesstourism Tourism is a high growth industry．The tourism factors．Thechallenging siutationsnad effectsfrom industry isa key role for economic system and chna gingofrTh ailna dtourism werefrom mna ypoints Thailand society． It brings income， money， (MinistryofTourismnadSports2