The construction of a nation brand image of Thailand OTOP

This research aimed to study the factors influencing Thailand’s brand image that included brand associations, country of origin image, and brand attitude. Thailand OTOP which reflects culture and local intelligence and is the sources of the local income for rural people was chosen as the product under the study. The population of the study comprised two groups of Thai tourists and foreign visitors. The method of mall-intercept approach was employed in data collection with a total sample group of 324 Thai tourists and 157 foreign visitors. The statistics used in data analysis is the Structure Equation Model (SEM). The study showed that brand attitude was the most influential factor, followed by the country of origin image and brand associations,
respectively, both for Thai tourists and foreign visitors. Similarly, these three
influential factors can determine the nation brand image by 83 percent in the model for Thai tourists and 92 percent in the model for foreign visitors. The study also found that for the foreign consumers, the brand attitude acted as a mediator between brand associations and the nation brand image, while the country of origin image had a direct effect on the nation brand image, not being mediated by brand attitude. A detailed discussion of each variable including its roles and importance is provided. Recommendations for the government sectors and OTOP producers are also
presented.