Journal of Thai Hospitality and Tourism

The Development of Tourism Information, Technology Systems and Community Products with Multimedia Based on Identity and Local Wisdom of Phrao District, Chiang Mai Province

Nattaya Samaket — Fri, 06 Mar 2026 00:00:00 +0700

This research aimed to 1) explore and collect data on tourist attractions and community products to assess the cultural tourism situation in Phrao District, Chiang Mai Province, and 2) develop an information system and cultural tourism route technology to promote learning about the local identity and wisdom of Phrao District through social media and websites. A sample of this study included tourism business operators, community product developers, and tourists who are interested in Phrao's attractions and products. The total number of users who accessed the system in August 2022 was 49 people. The research tools used were 1) an information system featuring multimedia content based on the wisdom and identity of Phrao District, and 2) a questionnaire to assess satisfaction with the system and tourism technology which highlighted community products.

The results revealed that: 1) the majority of tourist attractions in Phrao are cultural and natural, and community products are primarily OTOP (One Tambon One Product) items and community enterprises; 2) information systems and cultural tourism route technology facilitate the learning of local identity and wisdom through online media and the website https://phraoinfo.com/. Main features include menus for tourist attractions and community products, along with a map showing locations and real-time distances calculated with Google Maps. Users rated the system highly, giving it an average score of 4.44.

Virtual Trip through the COVID-19 Crisis: New Normal Tourism Innovation with Virtual Tours to Enhance Tourism in Ubon Ratchathani

Kasama Dokduang, Boonmee Totum, Chanon Jangkajit — Fri, 06 Mar 2026 00:00:00 +0700

The COVID-19 pandemic has had a severe impact on the tourism industry, particularly in Ubon Ratchathani, a province renowned for its diverse and captivating tourist attractions. Despite its potential, the region experienced a significant decline in both tourist numbers and tourism revenue. Developing tourism innovations using virtual reality (VR) technology is perceived as a promising strategy to revitalize the tourism sector, enhance accessibility to information, and provide engaging travel experiences, even during periods of travel restrictions. This highlights the importance and necessity of conducting research in this area.

This study aimed to (1) develop new tourism innovations using VR technology to enhance tourism in Ubon Ratchathani and (2) promote tourism through VR-based technological solutions. The researchers employed a quota sampling method, selecting 100 participants from five key tourist attractions, with 20 individuals from each site. Additionally, satisfaction with the innovation was assessed among a sample of 400 participants. Quantitative data were analyzed using basic statistical methods, including percentages, means, and standard deviations, while qualitative data were categorized to identify significant themes.

The research findings revealed that (1) the innovation, named Ubon Virtual Tour, is a VR-based website that enables users to explore tourist attractions in an immersive 360-degree perspective. The platform includes features such as panoramic images, narrated audio, and online sharing capabilities to enhance its appeal. (2) The promotion of tourism through this technology was supported by collaborations between the public and private sectors. Initiatives included a digital kids’ camp to showcase and demonstrate the Ubon Virtual Tour website and the installation of promotional signs with QR codes at five major tourist attractions, linking directly to the platform. User satisfaction with the website was high ( = 4.44, S.D = 0.68), reflecting its novelty and ease of use. By overcoming travel limitations, broadening accessibility, and creating innovative experiences, it also provides a foundation for further development of sustainable tourism innovations that meet the needs of tourists and local communities.

The Tourism Potential of Sameong District, Chiang Mai Province

Neenart Sangkhasilapin, et al. — Fri, 06 Mar 2026 00:00:00 +0700

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.

Guidelines for the Development of Creative Cultural Tourism in Khon Kaen Province

Watchara Chiengkul, Putthasak Kumjorn — Fri, 06 Mar 2026 00:00:00 +0700

This study aims to investigate the potential and readiness for the development of creative cultural tourism and present the guidelines for developing creative cultural tourism in Khon Kaen Province. This study used qualitative research methods collecting data from the interviews with 21 key informants from relevant institutions: public institutions, private institutions, and the community. Content analysis was used as a tool to analyze the data.

The study found that most of the key informants agreed that the potential of cultural tourism must have distinctive and unique attractions in the area, which consisted of five culture categories: the archaeology and museum category, the folk culture and local food category, the music category, the traditions and beliefs related to religion and festivals category, and the arts and crafts category. For the readiness of the development of creative cultural tourism in Khon Kaen Province, it was found that Khon Kaen had readiness in the distinctive and unique culture and in the participation of all relevant institutions in the development and the conservation, restoration, dissemination, and value creation for tourist attractions. However, some aspects, such as management, information systems, and safety, still need to be improved and developed.

The findings above led to the development of creative cultural tourism in Khon Kaen Province in four dimensions as follows: Dimension 1, tourism management; Dimension 2, the development of tourism activities; Dimension 3, the promoting of community and destination; and Dimension 4, the development of media to publicize and disseminate.

The Elderly Guide Development to Promote Tourism in Koh-Lad-E-Tan Community, Nakhon Pathom Province

Mutchima Udomsilp — Fri, 06 Mar 2026 00:00:00 +0700

This study had the objectives of: 1) To study the context of tourism by the Koh-Lad-E-Tan community in Nakhon Pathom Province; 2) To study the needs of tourists regarding the qualifications of veteran tour guides; 3) To develop senior tour guides to promote Koh-Lad-E-Tan community tourism, in Nakhon Pathom Province. This research is a combination of qualitative research and quantitative research the main informants included the elderly in the tourism community of Koh-Lad-E-Tan, people in the community, and stakeholders. The study tools used such as in-depth interviews, content analysis, and questionnaires. Data source included government agencies, the private section and tourists

The study found that Koh-Lad-E-Tan Community Tourism covers an area of 3 subdistricts, namely Rai-Khing Subdistrict, Bang-Toei Subdistrict and Song-Khanong Subdistrict, located in Sam Phran District, Nakhon Pathom Province. It is an agricultural tourism area of a group joined together to establish a tourism community enterprise in Koh-Lad-E-Tan, providing community tourism services highlighted in the agricultural tourism attractions of Koh-Lad-E-Tan Currently, there are 6 main points for tourism and learning, including Wat-Rai-Khing and Khlong-Phi-Suea Market. Khlong-Phisuea Community Lifestyle Museum, Baan-Suan-Bang-Toei Homestay, Wat-Song-Khanong, and Rai-Saen-Rak (Learning Center for Growing Plants in an Organic System). 2) When it comes to the qualities of an experienced tour guide that tourists value the most there are several key factors to consider. First, the tour guide's personality, human interaction skills, and professional expertise are paramount. Additionally, senior tour guides must continuously strive to improve their attitudes toward their profession, expand their knowledge, hone their language skills, and cultivate a strong service-oriented mindset. 3) There is a learning process involved in carrying out tour guiding activities, which leads to the development of senior tour guides. The elderly have the potential to develop and build both basic characteristics, and requisite skills required for being a tour guide. The programs, tour routes, activities, and durations are designed to be consistent and appropriate for seasoned tour guides. The results of experimental activities have shown that tourists are most satisfied with the following services and programs for tourism activities: polite and friendly service from veteran tour guides, appropriate service processes and procedures for seasoned tour guides, and interesting program routes and activities in the tour. Moreover, the experienced tour guides are very knowledgeable about various tourist attractions, which enhances their communication with tourists and the improves overall tourist experience.

The Developing Cooperation and Community Tourism Networks Based on Buddhist Culture in Mueang Chonburi District Chonburi Province

Prasan Charonsee — Fri, 06 Mar 2026 00:00:00 +0700

The objective of this research article was to study the development of cooperation and networks for community-based tourism rooted in Buddhist cultural heritage in Mueang District, Chonburi Province. This was a mixed-method research approach, involving both qualitative and quantitative methods. The population sample included 400 residents of Mueang District, Chonburi Province, 15 key informants, 12 focus group participants, and 17 experts. Data collection tools included questionnaires and interviews. Data analysis was performed using mean, standard deviation, and content analysis.

The research findings revealed that 1) the current state of cooperation and community tourism networks based on Buddhist cultural heritage in Mueang District, Chonburi Province, is at a moderate level ( = 3.48), with the highest aspect being the communication system and joint activities. The overall state of related factors is also at a moderate level ( = 3.44), with the highest aspect being personnel.

2) The development plan for cooperation and networks in community tourism based on Buddhist cultural heritage in Mueang District, Chonburi Province, includes 1 vision, 5 strategies, 15 goals, 43 indicators, and 45 projects.

3) The evaluation of the development plan found that the vision, strategies, and goals are highly suitable, feasible, beneficial, and can be effectively implemented.

Creating Cultural Tourism Destination Identity through Intangible Cultural Heritage with Brand Archetype for Green Tourism Marketing Perspectives: Case Studies of China, Myanmar, Thailand, and Australia

Ousanee Sawagvudcharee — Fri, 06 Mar 2026 00:00:00 +0700

The study’s objective was to gain an understanding of intangible cultural heritage (ICH) in order to create cultural tourism destination identities based on brand archetypes for green tourism marketing. It was designed in response to the question, “How can intangible cultural heritage (ICH) be used to establish a sustainable identity for cultural tourism destinations using brand archetypes to promote green tourism?” The tourism business has struggled with the inability to highlight its strengths or create a distinct identity in order to persuade tourists to visit repeatedly, seek information, spend time there, and purchase different goods and services from those sources. Informing and making tourists aware of each destination brand connected to ICH has proven to be a challenge for the tourism industry. This study used qualitative research used methods based-on document-applied interpretative epistemology and interpreted non-numerical data. Data were collected and analyzed using content analysis, critical analysis, and thematic analysis. The study revealed that each country’s ICH still requires brand archetype creation and building from the aura of traditional culture as well as in-depth analysis of ICH identity, particularly from a green tourism marketing standpoint.

The Influence of Push-Pull Theory on the Revisit Intention of Chinese Tourists to Bangkok: the Mediating Role of Perceived Value

Yaoping Liu, Pharatt Run, Ruijia Yang — Fri, 06 Mar 2026 00:00:00 +0700

The purpose of this research was to study the influence of push-pull theory on the revisit intention of Chinese tourists to Bangkok – the mediating role of perceived value. The sample size of this study was 435, which is appropriate for SEM analysis. The researchers used convenience sampling. Data were collected through online platforms such as WeChat, Douyin, and Xiaohongshu. The researchers used AMOS to examine the research hypotheses. The results showed that the confirmatory factor model of the influence of push-pull theory on the revisit intention of Chinese tourists to Bangkok – the mediating role of perceived value was confirmed with empirical data (Chi-square = 77.662, df = 50, P = 0.07, CMIN/DF = 1.553, RMSEA = 0.035, GFI = 0.971, AGFI = 0.956, CFI = 0.991, NFI = 0.975, IFI = 0.98). All the hypotheses have been confirmed with empirical data.