Pimlapas Pongsakornrungsilp is an Assistant Professor of Tourism Management at Walailak University, Thailand. Her research interests focus on sustainable tourism, city and place branding, and tourist behavior. Her current project is focusing on developing high value destination in Thailand. She has previously published articles in the Journal of Enterprise Information Management, the International Journal of Innovation, Creativity and Change, and Sustainability. Pimlapas Pongsakornrungsilp is the corresponding author and can be contacted at: kpimlapa@wu.ac.th