Objective - This paper proposes an integrative framework in an attempt to conceptualize the branding of ASEAN tourism in a sustainable and unified approach based on the results collected from a sample of travellers visiting ASEAN destinations and tourism insights from NTOs or DMOs. Methodology/Technique - A mixed method is used to combine the quantitative and qualitative phases. A survey of travellers visiting ASEAN destinations (n=480) is conducted with a mix of Asian travellers and Western travellers, as well as 10 in-depth interviews with NTOs or DMOs to obtain tourism insights. Findings - The findings suggest that authenticity of the destination image is an integral part of ASEAN tourism. National Tourism Organizations (NTOs), Destination Marketing Organization (DMO) and other stakeholders of ASEAN tourism should adopt a coopetition framework and co-create a consistent and coherent positioning of the destination, while maintaining a competitive positioning of the nation, to achieve a sustainable brand of ASEAN tourism. Novelty - The paper highlights the needs for ASEAN NTOs and DMOs to enable coopetition for all tourism stakeholders for the promotion of the ASEAN brand. The proposed framework is seen as transformative in its ability to bring about collaborative and sustainable efforts to ultimately achieve an authentic ASEAN brand. Type of Paper - Empirical. Keywords: ASEAN Tourism Brand; Coopetition; Cooperation and Competition; Authenticity; NTOs; DMOs. JEL Classification: M38, M38, L32.

Global educators in higher education are increasingly using massive open online courses (MOOCs) as a platform to convert traditional degree programs into short courses and certification programs. This study aims to investigate how Thai MOOCs were created and delivered, to teach learners about sustainability, a topic that academics, policymakers, practitioners, and the public in Thailand are interested in. A mixed methods approach was used to evaluate the creation and delivery of a sustainability course in Thai MOOC Platform. According to the findings, most participants in the instructor-led course were satisfied with their course experience. The format of the course, the complexity of the material, and how well a student interacted with the instructors were all factors that affected how well they could complete the course. The course’s survey revealed that Thai MOOC learners came from a variety of backgrounds. This demonstrates how crucial course personalization is for enabling self-paced online learning.

In a globalizing world, where traveling is becoming easy and accessible, tourism destinations are increasingly competing in drawing travelers into their areas. One of the biggest challenges for any destination marketers is the substitutability of their offerings and the task of positioning their destinations against the numerous competing places that offer similar features (Moilanen & Rainisto, 2009; Pike, 2012; Pike & Page, 2014). The intense competitiveness of the global tourism industry increasingly calls for the most competitive positioning for individual destinations (Miller & Henthorne, 2007; Pike 2012). Consequently, the paper attempts to investigate the positioning strategies of the 10 individual destinations of ASEAN to better understand their distinctiveness and assess ASEAN collective brand. The current research aims to fill this gap through a preliminary assessment of brand elements of ten countries in ASEAN on how they project their official tourism websites using the method of content analysis of the 10 official tourism websites. This is followed by a discussion of the desired ASEAN collective brand with the engagement of ASEAN stakeholder in tourism collaboration, focusing mainly on joint promotion of tourism destinations. Consequently, the study presents an integrative framework embracing collaborative stakeholder efforts that ultimately leads to achieve a unified and sustainable brand of ASEAN. Keywords: Collective ASEAN Brand; Positioning; Destination Branding; Sustainable Brand; Stakeholder

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