AN INNOVATIVE MODEL FOR ECOTOURISM ATTRACTION ON DESTINATION BRANDING IN MARINE NATIONAL PARK AREA OF KRABI PROVINCE, THAILAND

摘要

This article aims is to create an innovative model for ecotourism attraction on branding destination in marine national park area of Krabi province. This research is using Structural Equation Modeling (SEM) by M-PLUS program to develop a model of the factors influencing ecotourism and destination branding. The data were collected from 400 samples from tourists visiting marine national park area of Krabi Province. This study formulated a final structural model according to the tourist opinions from Krabi Province, Thailand, as element of tourism behavior in marine national park area of Krabi province consisted of the following 5factors: 1) Information perception factor. 2) Cultural factors. 3) Social factors 4) Psychological factors and 5) Marketing factors.Elements of branding destination of marine national park area of Krabi province consisted of the following 9 factors:!) Branding Destination Meaning 2) Branding Destination Identity3) Branding Destination Personality4) Branding Destination Image5) Branding Destination Equity6) Perceive Branding Destination Value7) Branding Destination Commitment and Attraction8) Branding Destination Logos and 9) Branding Destination Tourism Character. Elements of ecotourism management of marine national park area of Krabi province consisted of the following 4 factors: 1)Area 2) Management 3) Activities and processes and 4) Participation.