Integrated Alternative Tourism for the Sustainability of Chiang Mai

Abstract

Mai province, and 2. propose an integrated new alternative tourism model for the sustainability of Chiang Mai province. This research uses a mixed-method approach. The quantitative research collected data using questionnaires with Thai and foreign tourists visiting Chiang Mai province during January-July 2023. The sample size was determined using a criterion of 20 times the observed variables, totaling 300 people, using accidental sampling. Data analysis used structural equation modeling. The qualitative research collected data through in-depth interviews with key informants, including: 1) the Governor or representative, 2) the Chief Executive of the Provincial Administrative Organization or representative, 3) the Director of the Tourism Authority of Thailand, Chiang Mai Office, 4) the President of Chiang Mai Tourism Association, 5) representatives from the Chiang Mai Hotel Association, and conducted two focus group. Data analysis used content analysis.

The research findings are as follows: 1. The development of facilities has the most overall influence on the sustainability of Chiang Mai province, followed by government support, community participation, and local resource management, respectively. 2.The integrated new alternative tourism model for the sustainability of Chiang Mai province considers multiple aspects to achieve sustainability in all dimensions. Tourism development should focus on creating a balance between promoting economic growth, preserving the environment, and maintaining culture and society. Sustainable tourism development should have a transparent and fair process, which includes community participation, development of good management systems, and promotion of responsible resource use. It should focus on strengthening communities, promoting community participation in tourism development and management, environmental conservation, and promotion of local culture. The development of an integrated new alternative tourism model should have good management, promote participation, and develop activities that are environmentally friendly and respect local culture, all of which will contribute to the sustainability of Chiang Mai province.