THE TOURIST SATISFACTION ON BRAND IDENTITY DESIGN OF COFFEE AND MULBERRY DOI PHU PHAYAK COMMUNITY ENTERPRISE, CHALOEMPHRAKIAT DISTRICT, NAN PROVINCE

Panupong Chanplin; Sahapop Gleblamjeak; Kathaleeya Chanda

Panupong Chanplin Faculty of Industrial Technology, Suan Sunandha Rajabhat University, Bangkok, Thailand.
Sahapop Gleblamjeak Faculty of Industrial Technology, Suan Sunandha Rajabhat University, Bangkok, Thailand.
Kathaleeya Chanda College of Innovation Management, Suan Sunandha Rajabhat University, Bangkok, Thailand.

Keywords: satisfaction, brand identity, logo, coffee and mulberry doi phu phayak community enterprise

Abstract

The aims of this research were twofold: 1) to brand identity design of Coffee and Mulberry Doi Phu Phayak Community Enterprise, Chaloemphrakiat District, Nan Province and 2) to study the level of tourist satisfaction towards brand identity design of Coffee and Mulberry Doi Phu Phayak Community Enterprise, Chaloemphrakiat District, Nan Province. tourist satisfaction was measured using five criteria: simple, memorable, timeless, versatile and appropriate. The researcher utilized a probability sampling method via simple random sampling. The sample consisted of 30 tourists in the Coffee and Mulberry Doi Phu Phayak Community Enterprise. Statistics utilized for data analysis were percentage, mean, and standard deviation. The results suggest that tourist had high levels of satisfaction towards all five criteria of the brand identity design that was designed to target them. This study proposes that specifically logo designed of Coffee and Mulberry Doi Phu Phayak Community Enterprise could also be implemented with other real media already available on the market.