Analyzing causal relationship pathways influencing the development of local economic capital of community enterprises promoting the branding of tourism products

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Chumpon Rodjam

Abstract

Tourism branding is having central importance to promote tourism industry; however, brand promotion is limited at local community level. Local community enterprises working on tourism are lacking with tourism branding which has adverse effects on the tourism products. Therefore, this study is an attempt to promote tourism products branding through causal relationship influencing the development of local economic capital of community enterprises. Primary data is used in this study to achieve the study objective. Data is collected from local community enterprises related to the tourism from Thailand. Statistical tool is employed for data analysis. Results of the study reported that, local economic capital promotion has positive role to promote tourism branding. Increase in local economic product increases the branding of tourism products. Furthermore, local economic capital can be promoted through marketing strategies, social capital, and competitiveness. The implementation of better marketing strategies, development of social connections and competitiveness can lead to the local economic capital which has positive influence on tourism branding.

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