Factors Influencing Cultural Region Branding for Three Southern Border Provinces: (Pattani – Yala – Narathiwat)
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Abstract
The objective of this research is to study the creation of cultural-based regional brands for three southern border provinces of Thailand: Pattani, Yala, and Narathiwat. The sample group consisted of 264 individuals selected using a stratified random sampling method. Statistical analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that the positive direct influence of creative economic factors on cultural-based regional brands for the three provinces was significant, with a coefficient of .195. The positive direct influence of creative industry factors was also significant, with a coefficient of .285. Finally, the positive direct influence of cultural industry factors on cultural-based regional brands was significant, with a coefficient of .459, all with statistical significance at the 0.05 level. Therefore, all three hypotheses were accepted.
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