Approaches to the Promotion of Cultural Tourism in Nan Province, Thailand

Abstract

The Research “Approaches to the Promotion of Cultural Tourism in Nan Province, Thailand” aimed to, first, study the cultural tourism resources of Nan Province, and second, to find ways to promote cultural tourism in Nan Province. This research used the qualitative method. Qualitative in-depth interviews were conducted with 24 stakeholders, and the research data used the content analysis the interview data indicate that Nan province is a living old town, Nan has various cultural tourism resources such as archaeological sites, antiques, museums, performing arts, traditions, local lifestyles, cultures of ethnic groups, famous local wisdom including traditional patterned fabrics, and silverware. The interview data also focused on the enchantment of the cooperation among stakeholders to promote Cultural Tourism, the training of the local guides, and creating knowledge of sustainable cultural tourism. The data were analyzed through SWOT analysis to find ways to promote cultural tourism in the province. The compositions of plans were 1) encouragement of local cultural tourism marketing, enhance community-based tourism, local lifestyle, and Ethnic group. 2) Encouragement of various advertising, development the attractions promotion marketing, focused on online marketing, develop a network of tourism partners, and enhance the quality of service of local people to support tourists. 3) Planning the directions of cultural tourism, maintaining the attractions in their original condition, as well as increasing the amazing Thai host awareness of the locals. 4) Promoting and cultivating awareness of the local culture, its environment, and transferring existing cultural values and rituals to the new generation and they should be able to proudly present the identity of the local culture of Nan Province.