City Branding through Tourism Policy : Bangkok and Singapore

• Main Authors: Watsamon Kosawiwat, 許美燕
• Other Authors: Huang, Kwei-Bo
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9w7q62

碩士 === 國立政治大學 === 國際研究英語碩士學位學程(IMPIS) === 107 === After the integration of ASEAN Economic Community, the Southeast Asia becomes a remarkable and potential region. Thailand and Singapore are leaders of tourism development due to their reputation among other countries in this region. Bangkok is the capital city of Thailand and also the most important tourism destination. Both Bangkok and Singapore experienced rapid growth of tourism arrivals after their government started to promote them as tourist destinations. Through many decades, Bangkok and Singapore tourism growth get affected by internal and external factors but they still maintain the position of top destinations in the world and keep growing as quality destinations. This thesis studies about tourism policy and city branding of Bangkok and Singapore from 2008 to 2018; how do ​the government’s policies form the city branding and how do those policies and branding work to uphold or hinder both cities’ reputation? It adopts the three levels of analysis to analyze the result from two methodologies: document analysis and interview. The result from studying official documents, news, law and interviewing with five Taiwanese tourists who had experienced traveling to both cities shows that Bangkok and Singapore do not use only one method of policymaking or marketing planning but they applied both methods together. Also, the tourist attraction is an essential factor to invite tourists to the city but it cannot promote itself without a good branding campaign neither can preserve itself without an appropriate policy. Therefore, it can conclude that the success stories behind Bangkok and Singapore are strong planning from the policymaking of the government to the marketing planning of the destination marketing organizations and the practice of stakeholders.