The Identity of Chiang Mai that Attracts Thai Tourists in Chiang Mai Tourism Promotion

Abstract

This study aimed to understand the identity of Chiang Mai that attracted Thai tourists. The samples were 400 Thai tourists visiting Chiang Mai. Questionnaires were used to collect data and the accidental sampling method was employed to recruit tourists from Chiang Mai’s walking street area. The result of the study on the marketing mix factors affecting tourism in Chiang Mai showed that tourists focus on all aspects of the marketing mix at a high level. When sorted in descending order, the first three ranks are in terms of products at a high level, in terms of physical characteristics at a high level and in terms of promotion at a high level. The awareness of Chiang Mai’s social identity overall is at a high level, as does its personal identity or context. The guideline for Chiang Mai identity development in order to promote tourism should focus on 3 aspects that include: 1. Sustainable development of visitor/tourism economy, 2. Creating social awareness of culture, knowledge, wisdom, public consciousness and the potential development of people regarding change by concentrating on promoting cultural tourism and 3. Management of natural resources, energy and the environment as foundational to sustainable ecotourism development.