Marine Ecotourism As Destination Branding Management toward Slogan “Krabi Your Amaze”

This paper aim is; 1. to study and analyze the brand building process of marine ecotourism as destination branding management toward slogan “Krabi Your Amaze”; and 2. to present the brand of marine ecotourism as destination branding management toward slogan “Krabi Your Amaze”. The population and sample defined in 4 groups as follows; Government sectors, Private sectors, Local communities tourist group and Thai tourists. The process of data analysis is quantitative and qualitative with the overall data of content analysis in the form of interpreting and creating inductive conclusions from the primary and secondary data, and comparing with other marine and beach destinations. The result found that tourist attractions based on natural resources and the environment with specific areas of tourism in all 9 areas include Ao Nang, Railay Bay, Khlong Muang - Thap Kaek, Phi Phi Islands, Koh Lanta, Ao Luek, Khlong Thom, Nuea-Khlong, and Mueang Krabi. The opinions about the management of ecotourism sites in Krabi National Marine Park area. which can be summarized as follows; 1. Branding destination meaning, 2. Branding Destination identity, 3. Branding Destination personality, 4. Branding Destination image, 5. Branding Destination equity, 6. Perceive branding destination value, 7.Branding Destination commitment and attraction, 8. Branding destination logos and 9. Branding destination tourism character. The logo design, according to the small group meeting, has a variety of opinions. In conclusion, the logo consists of the islands, Khao Kanab Nam, Huatong boat Mr. Ao Luek, and Bead of Sun God or Suriyathep beads. The meaning of the brand symbol for tourist attractions in the concept of “Krabi your amaze” with the image of a boat floating in the middle of the sea, the word Krabi in English , the symbol of being in the art city of Krabi province, and the miracle of the ancient paintings of Ao Luek which were discovered.