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Siwarit Pongsakornrungsilp is Associate Professor of Marketing at Walailak University, Thailand. His research interests focus on value co-creation, consumer culture theory, brand culture, brand co-creation, and superstitious and spiritual consumption. His current project focuses on how digital marketing and branding can drive the high-value tourism. He has previously published articles that appeared in Marketing Theory, Social Marketing Quarterly, the Journal of Marketing Management, the Journal of Enterprise Information Management, Sustainability, and the International Journal of Innovation, Creativity and Change.
The purpose of this study was to explore how a regional brand can be co-created among different cities by employing the concept of place branding and brand culture. The Andaman Tourism Cluster of Thailand (ATC) generates the most tourism revenue in Thailand. Developing a regional brand identity can strengthen the competitive advantage of the ATC. Data were collected using multi-method research through questionnaires, projective techniques, and focus group interviews. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data were analyzed using thematic analysis. This study also shows that multi-method research contributes to brand management by facilitating collaboration, participation, and brand congruence among stakeholders. Quantitative and qualitative data were synthesized in order to develop the brand identity of the ATC. Focus group interviews were also employed to co-create the regional brand identity as ‘Irresistible Andaman’, of which sustainable tourism management is a fundamental aspect. This study demonstrates how multiple sub-brands with different stakeholders can be integrated into a single regional brand. Moreover, stakeholders should focus on internal branding by communicating with all stakeholders to co-create brand congruence.
Siwarit Pongsakornrungsilp; Pimlapas Pongsakornrungsilp; Theeranuch Pusaksrikit; Pimmada Wichasin; Vikas Kumar. Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand. Sustainability 2021, 13, 9409 .
AMA StyleSiwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Theeranuch Pusaksrikit, Pimmada Wichasin, Vikas Kumar. Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand. Sustainability. 2021; 13 (16):9409.
Chicago/Turabian StyleSiwarit Pongsakornrungsilp; Pimlapas Pongsakornrungsilp; Theeranuch Pusaksrikit; Pimmada Wichasin; Vikas Kumar. 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand." Sustainability 13, no. 16: 9409.
Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization.
Akawut Jansom; Siwarit Pongsakornrungsilp. How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing. Sustainability 2021, 13, 8572 .
AMA StyleAkawut Jansom, Siwarit Pongsakornrungsilp. How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing. Sustainability. 2021; 13 (15):8572.
Chicago/Turabian StyleAkawut Jansom; Siwarit Pongsakornrungsilp. 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing." Sustainability 13, no. 15: 8572.
Purpose This research aims to demonstrate how the circular economy is employed to drive the sustainability of the tourism industry in Krabi, Thailand, through the concept of mindful consumption and service-dominant logic (hereafter S-D logic). Design/methodology/approach A seven-year longitudinal study (2013–2020) was conducted through four studies from different perspectives, including macro, meso and micro levels of development in Krabi province. Findings Krabi tourism stakeholders have collaborated to co-create green culture and behavior whereby the value network among stakeholders plays an important role in driving the circular economy in practice. Research limitations/implications This study provides an understanding of how the circular economy society has been co-created. However, further research should be conducted in other tourism cities by focusing on the key success factors that drive the circular economy. Originality/value The longitudinal study with multi-perspective micro, macro and meso levels of development in this study has shed the light on how the circular economy (CE) policy can be turned into practice.
Pimlapas Pongsakornrungsilp; Siwarit Pongsakornrungsilp. Mindful tourism: nothing left behind–creating a circular economy society for the tourism industry of Krabi, Thailand. Journal of Tourism Futures 2021, ahead-of-p, 1 .
AMA StylePimlapas Pongsakornrungsilp, Siwarit Pongsakornrungsilp. Mindful tourism: nothing left behind–creating a circular economy society for the tourism industry of Krabi, Thailand. Journal of Tourism Futures. 2021; ahead-of-p (ahead-of-p):1.
Chicago/Turabian StylePimlapas Pongsakornrungsilp; Siwarit Pongsakornrungsilp. 2021. "Mindful tourism: nothing left behind–creating a circular economy society for the tourism industry of Krabi, Thailand." Journal of Tourism Futures ahead-of-p, no. ahead-of-p: 1.
The purpose of this study is to employ the existing theory on crisis management and corporate branding in a service context to explore how tourism businesses in Thailand can recover from the crisis caused by the impact of COVID-19. To manage the impact of COVID-19, the concepts of crisis management from different scholars are integrated, and crisis management is divided into three phases: the Pre-Crisis, Crisis, and Post-Crisis phases. This exploratory research employs stakeholder interviews to discover the impacts of COVID-19 on tourism businesses and attempts to develop guidelines for recovering tourism businesses within the service context. Our findings indicate that a strong brand and its proper management can help firms to survive during the crisis period. Moreover, our findings highlight the importance of communication for engaging with all staff during the recovery period. This paper sheds light on how a brand is employed as a proactive strategy to mitigate the impacts of the crisis. Most brands have been affected by the COVID-19 pandemic, and only strong brands are able to survive. Our study also adds to the limited empirical evidence on tourism business recovery during COVID-19 in the context of a developing country. From practitioners’ perspectives, trust, solid relationships, and honest communication with their business partners play an important role in survival after the crisis. Additionally, in this paper, corporate branding is conceived as a strategic tool that affects how staff and stakeholders can collaborate and unite in response to the crisis.
Siwarit Pongsakornrungsilp; Pimlapas Pongsakornrungsilp; Vikas Kumar; Bhuritt Maswongssa. The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management. Sustainability 2021, 13, 6690 .
AMA StyleSiwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Vikas Kumar, Bhuritt Maswongssa. The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management. Sustainability. 2021; 13 (12):6690.
Chicago/Turabian StyleSiwarit Pongsakornrungsilp; Pimlapas Pongsakornrungsilp; Vikas Kumar; Bhuritt Maswongssa. 2021. "The Art of Survival: Tourism Businesses in Thailand Recovering from COVID-19 through Brand Management." Sustainability 13, no. 12: 6690.
In this paper, we study inventory share policies in an omni-channel supply network, to contribute to the circular economy (CE) concept. Lateral inventory share implementation provides flexibility and profitability in the supply chain by allowing inventory share between the same echelon locations in a network. Total holding costs and transportation costs can be reduced by lateral inventory share applications, which also contribute to decreased material usage for production over time, as well as reduced CO2 emission released by transportation. Technological and Internet of Things (IoT) developments make it possible for companies to share their real-time information with each other for uninterrupted marketing experiences. With such a connected network, companies aim to increase their profitability and responsiveness to their customers. We explore a well-designed inventory share policy towards the CE concept under an (s, S) inventory control policy. We simulate several pre-defined share designs by Arena 16.0 commercial software and compare their performances in terms of cost, responsiveness, transportation frequency, inventory held, etc. The results show that, by the implementation of a well-designed lateral inventory share policy, an omni-channel network can benefit from decreased holding cost and transportation cost, contributing to the CE concept.
Damla Izmirli; Banu Ekren; Vikas Kumar; Siwarit Pongsakornrungsilp. Omni-Chanel Network Design towards Circular Economy under Inventory Share Policies. Sustainability 2021, 13, 2875 .
AMA StyleDamla Izmirli, Banu Ekren, Vikas Kumar, Siwarit Pongsakornrungsilp. Omni-Chanel Network Design towards Circular Economy under Inventory Share Policies. Sustainability. 2021; 13 (5):2875.
Chicago/Turabian StyleDamla Izmirli; Banu Ekren; Vikas Kumar; Siwarit Pongsakornrungsilp. 2021. "Omni-Chanel Network Design towards Circular Economy under Inventory Share Policies." Sustainability 13, no. 5: 2875.
Purpose Circular economy (CE) has evolved as a result of the growing environmental awareness, environmental legislation and the need for social responsibility. However, awareness levels of CE are not as high as expected and practices are further behind than they should be, with a significant lack of research around the subject in the literature. Therefore, the purpose of this paper is to examine the current state of awareness levels and the practices around CE in manufacturing firms. Moreover, the study aims to empirically validate one of the earlier proposed CE models. Design/methodology/approach The study adopts a quantitative survey questionnaire based approach. More than 500 people from various manufacturing organisations were contacted directly over a 40-day long sampling process through the FAME database, personal contacts and LinkedIn. The survey resulted in 103 completed responses. Given the exploratory nature of the study, the data were mainly analysed using descriptive statistics. To validate the CE model, a correlation analysis was also conducted. Findings The research findings show that with the growing emphasis on CE across the globe by governing bodies, firms are becoming more aware of CE practices. The analysis also shows some useful insights on the state of each of the pillars (economic benefits, environmental impact and resource scarcity) of CE. The findings also indicate that the environmental impact pillar of CE is at a more developed state than the other two pillars which are, mostly, in a research state. Research limitations/implications The study provides manufacturing firms with a thorough understanding of the state of CE practices and importance of its successful implementation. The findings of the study advocates consideration of all three pillars of CE by managers as a guide to plan for an efficient strategy around CE implementation. Moreover, our study adds to existing efforts by the academic community to raise the awareness towards CE practice among all relevant stakeholders. The findings of this study are based on the responses from a limited 103 survey responses from manufacturing firms. Originality/value This study adds to the very limited empirical literature on CE awareness and practices in manufacturing firms. This is also one of the first studies attempting to empirically validate an existing CE model.
Nikolaos Liakos; Vikas Kumar; Siwarit Pongsakornrungsilp; Jose Arturo Garza-Reyes; Bhumika Gupta; Pimlapas Pongsakornrungsilp. Understanding circular economy awareness and practices in manufacturing firms. Journal of Enterprise Information Management 2019, 32, 563 -584.
AMA StyleNikolaos Liakos, Vikas Kumar, Siwarit Pongsakornrungsilp, Jose Arturo Garza-Reyes, Bhumika Gupta, Pimlapas Pongsakornrungsilp. Understanding circular economy awareness and practices in manufacturing firms. Journal of Enterprise Information Management. 2019; 32 (4):563-584.
Chicago/Turabian StyleNikolaos Liakos; Vikas Kumar; Siwarit Pongsakornrungsilp; Jose Arturo Garza-Reyes; Bhumika Gupta; Pimlapas Pongsakornrungsilp. 2019. "Understanding circular economy awareness and practices in manufacturing firms." Journal of Enterprise Information Management 32, no. 4: 563-584.