Mascot Strategies for Promoting Recreation Tourism, and Sports in Creative Cities of Design: A case Study of Bangkok Metropolitan
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Abstract
This research article has three primary objectives. (1) to study the concepts and theories related to mascot for promoting recreation, tourism, and sports in creative cities. (2) To create strategies for using mascot to enhance recreation, tourism, and sports in these cities. (3) To examine the effectiveness of these strategies in promoting recreation, tourism, and sports through the use of Mascot in creative cities.The research employed a mixed method approach data through questionnaires from 150 tourists and semi-structured interviews with 30 residents, entrepreneurs, and scholars. The results were analyzed using SWOT analysis and the development of TOWs matrix to design appropriate and strategies for tourism development. Additionally, the strategies were validated through apubliv forum, with 13 participants from government agencies, the privates sector, civil society,and tourists providing feedback and endorsement
The research findings reveal several key insights. (1) The concepts and theories related to mascot, which are linked to recreation, tourism, and sports, can be categorized according to their purpose, usage, and role in city branding, storytelling, and promotional tools. mascot have a diverse range of applications and significantly influence the development of recreational, tourism, and sports activities. (2) The development of an engagement strategy for mascot, termed the BCME model (Bangkok Creative Mascot & Engagement),was introduced. This model consists of five main strategies: designing the mascot and storytelling, multi-platform engagement, collaboration and partnership, community involvement ,and feedback and iteration (3) The strategy was evaluated from 13 participants in a public forum. The results show that the strategies align with the vision, mission, goals, and activities, emphasizing the importance of brand building through mascot. Using mascot to brand Bangkok serves as a significant symbol connecting both residents and tourists.
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