Identities Analysis for the Value Added of Cultural Tourism Destinations in Chiang Rai Special Economic Zone

Abstract

The aims of this study were: 1) to survey identities of cultural tourism destinations in Chiang Rai Special Economic Zone; 2) to analyze identity-oriented attributes for the value added of cultural tourism destinations in Chiang Rai Special Economic Zone; and 3) to develop marketing approach for the identities of cultural tourism destinations in Chiang Rai Special Economic Zone.

This qualitative study employed an in-depth interview with 10 scholars, and employed quantitative method by using 400 questionnaires to collect the data regarding people’s opinion toward promoting the sites in Chiang Rai Special Economic Zone for cultural tourism destinations. The study nevertheless recruited 3 experts to analysis form to analyze the potential of cultural tourism destinations in Chiang Rai Special Economic Zone.

The findings showed that: the shared identities of cultural tourism destinations in Chiang Rai Special Economic Zone that they were border towns that held long history of city establishment so they housed archeological sites and artefacts. The people’s opinion revealed that they wanted to see their local area becoming cultural tourism destinations at the high level, especially, in regard to festival/tradition/activities, people in Maesai, Chiang Saen, and Chiang Khong wanted to promote their homes to become cultural tourism destinations at the highest level.For detailed analysis, it was found that Maesai’s distinct identity was border trading city, and Chiang Saen was an ancient town, while Chiang Khong held the hybrid 2 in 1 combination.

The guidelines for marketing communication on identities of cultural tourism destinations in Chiang Rai Special Economic Zone were the following that: 1) the use of advertising and public relations media to promote tourism based on each group of tourists, 2) the use of community brand for marketing communication, 3) the use of historical development of the city to create storytelling, 4) the use of theme for marketing communication to maintain unity and consistent direction of advertising and public relations activities from community to provincial level, 5) the use of new tourism activities to attract the tourists, and 6) the use of integrated communication tools is needed for effective communication of the above-mentioned content.