Destination Branding as a Tool for Sustainable Tourism Development (The Case of Bangkok, Thailand)

In the context of tourism market globalization, universalization of tourists' preferences and basic requirements to tourism product's quality, tourism macromarketing becomes the most effective instrument of tourist destinations' promotion. Government as a marketing entity has certain advantages in implementation of the global strategy for tourist destinations' promotion (for example, substantial budget, access to local and industry information, possibility of strategic initiatives' implementation and so on). This paper analyzes the main factors of Bangkok tourism brand development and implementation, based on studying the international experience directly from foreign tourists (who visited Bangkok) and using Thailand tourism business surveys. After the analysis of this information the research provides basic recommendations on tourism branding strategy modernization for Bangkok, Thailand.