Volume: 19 Issue-01 (January-June) 2024

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GUIDELINES FOR TOURISM SUSTAINABLE DEVELOPMENT IN CHIANG MAI PROVINCE AFTER THE COVID-19 CRISIS

ABSTRACT

Tourism industry in Chiang Mai Province has been affected by the COVID-19 outbreak. The number of tourists has decreased, but the ecosystem, natural resources and tourist attractions have returned to greater perfection. Revitalizing tourism along with balancing economic, social, and environmental development impacts sustainable tourism. The research objectives were: 1) to study the level of government policy, destination resource, infrastructure and service, safety of tourists and sustainable tourism; 2) to study the influence of government policy, destination resource, infrastructure and service, and safety of tourists that affects sustainable tourism; and 3) to present Guidelines for tourism sustainable development in Chiang Mai Province after the COVID-19 crisis. This research used mixed research method which is quantitative research and qualitative research. The research employed a mixed-methods approach, encompassing both quantitative and qualitative research methodologies. In the quantitative research, the sample consisted of 320 Thai tourists aged 20-60 in Chiang Mai Province, obtained by multi-stage randomization. The research instrument was a questionnaire. Data were analyzed using a structural equation model. In qualitative research, In-depth interviews were used with 16 key informants, include 1) eight government and private executives involved in the tourism industry and 2) eight of entrepreneurs involved in tourism and services. The results of the research showed that 1) government policy, destination resource, infrastructure and service, the safety of tourists and sustainable tourism were all at a high level and government policy had the highest average while sustainable tourism had the lowest average; 2) government policy, destination resource, infrastructure and service, and safety of tourists collectively influenced the sustainable tourism significantly at the p<.0.01 with influence values equivalent to 0.97, 0.85, 0.54, and 0.49, respectively; and 3) guidelines for tourism sustainable development in Chiang Mai Province after the COVID-19 crisis were comprised of the following:- (1) the financial support from the government to entrepreneurs for developing tourist attractions and promoting community participation in managing tourist attractions effectively and maximizing benefits for the people in the community; (2) rehabilitating, improving, and conserving tourist attractions, especially natural resources to be restored their richness and beauty to attract tourists; (3) infrastructure management of public transportation ensuring reliability, reducing monopoly and enhancing convenience for citizens and tourists; (4) supervising, controlling, and preventing financial harm and health risks for tourists; and (5) promoting and supporting local communities in tourist destination areas to participate in maintaining tourist attraction, and providing assistance and services to tourists, therefore, government and private sector executives in Chiang Mai Province should encourage people in tourist areas to participate in conservation and take more care of tourism resources.

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