Chiang Mai’s Identity That Influence Traveling of Thai Tourists in Chiang Mai Tourism Promotion

摘要

Chiang Mai is one of the popular destinations of Thailand among Thai and foreign tourists due to its uniqueness and outstanding identity. As tourism is one of the key businesses of Chiang Mai, it is important to understand how Chiang Mai’s identity influences Thai tourists inorder to know how to promote tourism in Chiang Mai. The present study was designed to study on the identity of Chiang Mai that influences traveling to Chiang Mai of Thai tourists under Chiang Mai tourism promotion. The questionnaire was used to collect data from 400 Thai tourists who visitedChiang Mai walking street market by the accidental sampling method. The results show that Thai tourists pay attention to all aspects of the marketing mix in high level; product, physical environment, and promotion. The perception of Chiang Mai’s identity of Thai tourists in overall isin high level. The guidelines for development of Chiang Mai’s identity for tourism promotion should focus on 3 aspects which are; 1. The development of a balanced and sustainable economy and tourism, 2. Creating the society of culture and knowledge with public mind and developing thepotential of people by focusing on promoting cultural tourism, 3. The management of natural resources, energy and environment as the foundation of sustainable eco-tourism development.