The Tourism Potential of Sameong District, Chiang Mai Province

Abstract

This article is part of the research aimed at developing a model of community-based tourism management in Sameong District, Chiang Mai Province. The objective of this study was to analyze the tourism potential of Sameong District, Chiang Mai Province. The study’s sample consisted of 200 tourists who chose to visit Sameong District, located in Chiang Mai Province, along with 34 individuals involved in community-based tourism in the same District and Province. The data were collected through the utilization of a questionnaire and an interview. The data were examined using descriptive statistics, including measures such as number, percentage, mean, and standard deviation. In addition, the data were analyzed for content validity to evaluate the potential of the area. The level of response and purchasing decisions of tourists have been examined in five dimensions: purchase timing, dealer choice, brand choice, purchase amount, and product choice.

The findings show that tourists evaluated the area’s potential to a high degree based on their responses and purchasing decisions across four distinct dimensions: 1) the purchase timing is high (average 2.52); 2) the dealer choice is rated at an average of 2.45; 3) the brand choice is on average 2.37; and 4) the purchase amount is 2.36 on average. However, the product choice dimension was moderate, with an average rating of 2.25. From the interview with the participants who are community-based tourism members, it was found that the tourism supply in Sameong District, Chiang Mai Province, can be categorized into three aspects: 1) the potential for attracting tourists; 2) the potential for tourism activities and programs; and 3) the potential for additional services and public participation.