Correspondence: Krittinee Nuttavuthisit, Sasin Graduate Institute of Business Administration of Chulalongkorn University, Phyathai, Bangkok 10330, Thailand. Tel: +66 2218 4080 Fax: +66 2216 1310 e-mail: krittinee.nuttavuthisit@sasin.edu

¹is a full-time faculty member of Sasin Graduate Institute of Business Administration of Chulalongkorn University. She teaches courses in Marketing, Consumer Behavior and Qualitative Research. She has also published papers in several international journals including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing and Journal of Contemporary Ethnography.

Received 30 October 2006; Revised 30 October 2006.

Abstract

As a small emerging country, Thailand has recognised the need to enhance the nation's branding in order to compete in the competitive global marketplace. The Branding Thailand project was initiated by the Thai Government to find out how people worldwide view the nation's strengths and weaknesses. One of the most important issues placing Thailand at a significant disadvantage is the image of sex tourism. This paper illustrates the current situation and analyses the root causes of sex exploitation and perceptual problems. Place branding strategies are proposed to correct the present negative image by placing emphasis on positive characteristics in order to suppress negative perceptions. These strategies include the development of brand positioning through promotional campaigns that use positive features, such as natural beauty and local hospitality, and communication tools such as slogans, themes, visual symbols and events.