Differentiation and identity in competitve island destination areas : A study about islands in Thailand and their brand identity from a visitor perspective

During the spring semester of 2018 the authors of this bachelor thesis, in tourism sciences, have studied the subject of destination brand identity. In order to study the matter, two highly competitve island destinations in Thailand (Koh Tao & Phi Phi) were identified as subjects for further research. Contributing factors in the context of brand identity were then applied and studied separately on both destinations, in order to identify the factors of importance. The aim of this study is to identify competitive island destinations in the competitive tourism region of Thailand and, from a visitor perspective, determine what factors in destination branding that are important to differentiate and create an identity on the market. To conduct the study several methodological approaches were carefully chosen to collect empirical data. The collected data were then analyzed based on a theoretical framework. The primary method used in this study has it’s origins in a quantitative approach, where most of the data got collected from two surveys. Purpose of this study suggests it derives from a visitor perspective, thus respondents of the surveys have all visited the chosen subject(s) and/or at least one other island destination in Thailand. Results of the study highlights Koh Tao and Phi Phi as competitive island destinations in a busy tourism region and that factors, within the concept of destination brand identity, is necessary to differentiate destinations and their unique characteristics. The results have also contributed to increased understanding of visitors and their views on the destinations seperate brand identities