The value of a strong national brand to cultural heritage and sustainable tourism (Case study: building the Thai brand image through the world expositions)

Abstract This paper discusses some of the research done for my PhD thesis at the faculty of architecture of Silpakorn University in Bangkok, Thailand. The thesis is titled Nation Brand Strategies: National Identity, Architecture and Cultural Heritage Value: A case study of the Thai Pavilion at the World Expos. It includes the review of Thailand’s history of place branding at World Expositions since 1862. This paper discusses the changes over time, the role of architecture and cultural heritage at the World Expos as well as branding strategies using national culture and the long history of sustainable goals at the World Expos. One of the main potential brand gaps identified was the choice of traditional Thai architecture instead of more contemporary architecture for the pavilions. A suggested solution is to this gap is use the symbolic elements of the traditional architecture, but use modern physical elements. An important conclusion drawn is that the World Expo is mostly a branding event to attract visitors to the country, rather than an architecture or technology show, despite its long history and origins in that area. World Expositions can help to earn respect of potential visitors for the culture, and help with preservation.