Perceived image of Samui Island from local stakeholders

The objective of this research was to explore the perceived image of Samui island from local stakeholders. An in-depth interview was selected as the research instrument for this study. The data is collected from 15 respondents who were local stakeholders of Samui island, they are those who live and work in Samui for more than 10 years, aged between 24-45 years old. The findings indicated that according to brand associations in terms of attributes the respondents perceived Samui island as “beach” “nature” and “cultural tourist destination” also, respondents perceived Samui as having “friendly” “lively” “complicated” and “easy-going” personalities. In terms of benefits, personal circumstances have a greater impact on the emotional component of an image as respondents perceived Samui island as gives various senses from relaxation, calm to happiness. The respondents were all have self-confident and proud of being one part of the island. In terms of attitudes, respondents who perceived a good image of Samui island may result in providing good attitudes towards the destination, on the other hand, those respondents who perceived a bad image of the island may lead to bad attitude towards the destination as respondents mentioned that the beach destination is clear and beautiful but those who perceived bad image think the beach are full of trash.