Building a city brand for international retirees: case of Chiang Mai city, Thailand DOI Creative Commons

Koblarp Chandrasapth,

Natalia Yannopoulou, Kongsak Boonyapranai

et al.

Asia Pacific Business Review, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 24

Published: Jan. 21, 2025

This study explores the efforts of multiple stakeholders in communicating a shared vision city branding for destination serving mature consumers. Using case methodological approach, and thematic analysis, we examine online marketing materials targeting international retirees through lens place branding, anthropomorphism, brand equity. The findings reveal relationships that emerge stakeholders' viewpoint put forward appropriate resonance elements. By proposing business models tailored to retirees' diverse needs, study's theoretical contribution refers role equity empowering innovate. Our proposed practical implications offer guidance ASEAN-based brands seeking differentiate their strategy cater senior populations.

Language: Английский

Building a city brand for international retirees: case of Chiang Mai city, Thailand DOI Creative Commons

Koblarp Chandrasapth,

Natalia Yannopoulou, Kongsak Boonyapranai

et al.

Asia Pacific Business Review, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 24

Published: Jan. 21, 2025

This study explores the efforts of multiple stakeholders in communicating a shared vision city branding for destination serving mature consumers. Using case methodological approach, and thematic analysis, we examine online marketing materials targeting international retirees through lens place branding, anthropomorphism, brand equity. The findings reveal relationships that emerge stakeholders' viewpoint put forward appropriate resonance elements. By proposing business models tailored to retirees' diverse needs, study's theoretical contribution refers role equity empowering innovate. Our proposed practical implications offer guidance ASEAN-based brands seeking differentiate their strategy cater senior populations.

Language: Английский

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