The Relationships Between Destination Branding and Destination Selection:A Study of Generation Y in Bangkok

Abstract

The aim of this paper is to investigate the relationships between destination branding and the choice of destination of Generation Y in Bangkok, to propose the development of the destination to be recognized and chosen by tourists. This is a qualitative study whose data was collected by interviewing 150 key informants in four central locations of Bangkok: Sathorn, Silom, Siam, and Ari, where the business centers and office buildings are located. The results show that Generation Y in Bangkok travels more domestically during and after Covid- 19. There is a relationship between destination branding and destination selection by Generation Y in Bangkok, as they want to travel to a destination where they can showcase themselves on social media. Generation Y travels throughout the year to refresh themselves from their daily duties and responsibilities. Coasts and historical sites are the most popular destinations because there are plenty of activities for them and their family to do, both indoors and outdoors. To be considered as a destination, many destinations need to improve their branding and other facilities and stand out from other places.