The Development Guideline of Sustainable Cultural Toursit Image at the Northen Thailand

Abstract

The objectives of this study are 1) to study the problems and obstacles of sustainable cultural tourist image in the Northern 2) to study the process of the development guideline of sustainable cultural tourist image in the Northern and 3) to develop the sustainable cultural tourist image in the Northern. This research is the mixed-methodology research consisting of documentary research, quantitative research, and qualitative research by collecting data from the samples group dealing with 400 people from 3 districts in the Northern as Chiang Kham district of Phayao province, Mueang Chiang Rai district of Chiang Rai province and Mueang Nan district of Nan province, and 18 people from plan and policy analyst at professional level from Tourism and Sports office, tourist entrepreneur, subdistrict headman and village headman who related with the development guideline of sustainable cultural tourist image at the Northern for in-depth interview and analyzing the data by the frequency, percentage, mean, and standard deviation. The results of the research were found that 1. The results of the study on the problems and the obstacles of sustainable cultural tourist image in the Northern was found that there were many problems such as not enough tourist places, decay of tourist place, no tidy environment of tourist places, not enough facilities, no standard of food and products for the tourists, the air pollution, Coronavirus disease (COVID-19), no good transporting, no information of the tourist places, and no cooperation between the government agency and public organization of developing sustainable cultural tourism. 2. The result of the study the development guideline of sustainable cultural tourist image in the Northern was found that transferring the knowledge and creating the media for information efficiently, supporting and developing to be  the world heritage city, spreading the culture to the young generation to understand the culture, integrating and preserving tourist architecture and stimulating the community to participate of strategy of developing the cultural tourism. The respondents’ opinion on the questionnaire of the development guideline of sustainable cultural tourist image at the Northern Thailand was an average of 4.36 at high level. 3. The result of  the study of process of developing sustainable cultural tourist image in the Northern was found that supporting all organizations cooperated management of sustainable cultural tourism, informing all organizations to know the benefit of sustainable cultural tourism, improving sustainable cultural tourist image to be the standard. The respondents’ opinion on the questionnaire of the developing sustainable cultural tourist image in the Northern was an average of 4.33 at high level.