Abstract
Abstract
Regarding as a unique natural wetland where biogeographic region is under Ramsar convention, Phatthalung is also well-known for its iconic natural landmarks and geographical origin. However, the city itself are deemed to be either a short-visit destination or a secondary tourism destination amongst visitors. The aim of this paper is to explore a strategy of green branding on an emerging destination and to identify a value-based identity as a medium of persuasive communication tool. The paper establishes the conceptualization by a thorough case study analysis of Phatthalung’s destination brand from a geographic perspective to deep-rooted characteristic of local people. In order to critically find out the factors which have an effect on eco-tourism driven, the correlation between the influence of place equity and sense-of-place is analytically reviewed. Thus, it is clear that strategic place branding and destination branding play an important role in multidimensional meaning towards Phatthalung’s identity.