Research & Article

The study explores  the multifaceted dimensions of destination branding for Doi Mae Salong,a  culturally rich and historically significant location in Thailand. Utilizing a mixed-methods approach, the research delved into tourists’ perspective, local stakeholders’ viewpoints, and the area's unique attributes to formulate a comprehensive branding strategy. The study reveals the Doi Mae Salong’s competitive advantage lies in its cultural diversity, historical background, and natural beauty. However, it also identifies challenges such as the impact of the COVID-19 pandemic and the need for more structured management in the  hospitality and tea industries Key findings indicate that, tourists’ genuine affection for Doi Mae Salong due to its diverse attractions; a collective desire among stakeholders to enhance the destination’s competitiveness while preserving cultural and natural heritage; and the gaps in hospitality management require industry-specific associations. The study concludes with strategic recommendations for branding, positioning, and stakeholder engagement, offering a blueprint for sustainable tourism development.