{"title":"自然快照：利用 Flickr 数据为泰国国家公园制定可持续的品牌定位战略","authors":"Viriya Taecharungroj , Đorđije Vasiljević , Ake Pattaratanakun","doi":"10.1016/j.jort.2024.100765","DOIUrl":null,"url":null,"abstract":"<div><p>National parks, crucial for nature-based tourism, often grapple with balancing marketing and sustainability objectives. Destination brand positioning offers a solution, yet techniques leveraging social media data for strategic positioning remain scarce. This research introduces a method, using Flickr photos, to: (a) identify the key features that define the brand identity of Thailand's national parks, (b) develop a categorical framework to group these parks based on their features and (c) uncover the distinctive features that differentiate parks within each identified category. Utilising Google Cloud Vision AI and LDA topic modelling, 51,387 photos across 125 parks were analysed, revealing 11 topics. K-Means clustering, supplemented by an innovative associative word analysis, discerned five park categories, and the distinctive features of each park. The findings advocate for Thai national parks to adopt strategies including brand positioning, repositioning, demarketing, and collaborative branding to harmoniously bridge sustainability and market demands.</p></div><div><h3>Management Implications</h3><p></p><ul><li><span>•</span><span><p>Association analysis can serve as an important tool for DMOs and conservation agencies to better understand and manage points of difference in nature-based tourism destinations.</p></span></li><li><span>•</span><span><p>The results of association analysis can inform brand positioning, repositioning, demarketing, and collaborative branding strategies that balance market needs with sustainability.</p></span></li><li><span>•</span><span><p>Distinctive brand positioning can be used to promote lesser-known destinations. Repositioning can be used to promote other strategic images and attributes of the destination. E.g., Khao Khitchakut National Park, which is famous for “Buddha footprint” can promote outstanding natural trails and wildlife that could attract high-value tourists. Demarketing may be necessary to conserve the uniqueness of certain destinations. We show some examples with overtourism that are put under great concern and should rely on carrying capacity strategies.</p></span></li></ul></div>","PeriodicalId":46931,"journal":{"name":"Journal of Outdoor Recreation and Tourism-Research Planning and Management","volume":"46 ","pages":"Article 100765"},"PeriodicalIF":3.6000,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Snapshots of nature: Harnessing Flickr data to frame sustainable brand positioning strategies for Thailand's national parks\",\"authors\":\"Viriya Taecharungroj , Đorđije Vasiljević , Ake Pattaratanakun\",\"doi\":\"10.1016/j.jort.2024.100765\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>National parks, crucial for nature-based tourism, often grapple with balancing marketing and sustainability objectives. Destination brand positioning offers a solution, yet techniques leveraging social media data for strategic positioning remain scarce. This research introduces a method, using Flickr photos, to: (a) identify the key features that define the brand identity of Thailand's national parks, (b) develop a categorical framework to group these parks based on their features and (c) uncover the distinctive features that differentiate parks within each identified category. Utilising Google Cloud Vision AI and LDA topic modelling, 51,387 photos across 125 parks were analysed, revealing 11 topics. K-Means clustering, supplemented by an innovative associative word analysis, discerned five park categories, and the distinctive features of each park. The findings advocate for Thai national parks to adopt strategies including brand positioning, repositioning, demarketing, and collaborative branding to harmoniously bridge sustainability and market demands.</p></div><div><h3>Management Implications</h3><p></p><ul><li><span>•</span><span><p>Association analysis can serve as an important tool for DMOs and conservation agencies to better understand and manage points of difference in nature-based tourism destinations.</p></span></li><li><span>•</span><span><p>The results of association analysis can inform brand positioning, repositioning, demarketing, and collaborative branding strategies that balance market needs with sustainability.</p></span></li><li><span>•</span><span><p>Distinctive brand positioning can be used to promote lesser-known destinations. Repositioning can be used to promote other strategic images and attributes of the destination. E.g., Khao Khitchakut National Park, which is famous for “Buddha footprint” can promote outstanding natural trails and wildlife that could attract high-value tourists. Demarketing may be necessary to conserve the uniqueness of certain destinations. We show some examples with overtourism that are put under great concern and should rely on carrying capacity strategies.</p></span></li></ul></div>\",\"PeriodicalId\":46931,\"journal\":{\"name\":\"Journal of Outdoor Recreation and Tourism-Research Planning and Management\",\"volume\":\"46 \",\"pages\":\"Article 100765\"},\"PeriodicalIF\":3.6000,\"publicationDate\":\"2024-04-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Outdoor Recreation and Tourism-Research Planning and Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S2213078024000331\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Outdoor Recreation and Tourism-Research Planning and Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2213078024000331","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Snapshots of nature: Harnessing Flickr data to frame sustainable brand positioning strategies for Thailand's national parks
National parks, crucial for nature-based tourism, often grapple with balancing marketing and sustainability objectives. Destination brand positioning offers a solution, yet techniques leveraging social media data for strategic positioning remain scarce. This research introduces a method, using Flickr photos, to: (a) identify the key features that define the brand identity of Thailand's national parks, (b) develop a categorical framework to group these parks based on their features and (c) uncover the distinctive features that differentiate parks within each identified category. Utilising Google Cloud Vision AI and LDA topic modelling, 51,387 photos across 125 parks were analysed, revealing 11 topics. K-Means clustering, supplemented by an innovative associative word analysis, discerned five park categories, and the distinctive features of each park. The findings advocate for Thai national parks to adopt strategies including brand positioning, repositioning, demarketing, and collaborative branding to harmoniously bridge sustainability and market demands.
Management Implications
•
Association analysis can serve as an important tool for DMOs and conservation agencies to better understand and manage points of difference in nature-based tourism destinations.
•
The results of association analysis can inform brand positioning, repositioning, demarketing, and collaborative branding strategies that balance market needs with sustainability.
•
Distinctive brand positioning can be used to promote lesser-known destinations. Repositioning can be used to promote other strategic images and attributes of the destination. E.g., Khao Khitchakut National Park, which is famous for “Buddha footprint” can promote outstanding natural trails and wildlife that could attract high-value tourists. Demarketing may be necessary to conserve the uniqueness of certain destinations. We show some examples with overtourism that are put under great concern and should rely on carrying capacity strategies.
期刊介绍：
Journal of Outdoor Recreation and Tourism offers a dedicated outlet for research relevant to social sciences and natural resources. The journal publishes peer reviewed original research on all aspects of outdoor recreation planning and management, covering the entire spectrum of settings from wilderness to urban outdoor recreation opportunities. It also focuses on new products and findings in nature based tourism and park management. JORT is an interdisciplinary and transdisciplinary journal, articles may focus on any aspect of theory, method, or concept of outdoor recreation research, planning or management, and interdisciplinary work is especially welcome, and may be of a theoretical and/or a case study nature. Depending on the topic of investigation, articles may be positioned within one academic discipline, or draw from several disciplines in an integrative manner, with overarching relevance to social sciences and natural resources. JORT is international in scope and attracts scholars from all reaches of the world to facilitate the exchange of ideas. As such, the journal enhances understanding of scientific knowledge, empirical results, and practitioners'' needs. Therefore in JORT each article is accompanied by an executive summary, written by the editors or authors, highlighting the planning and management relevant aspects of the article.
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