Guidelines for Tourism Management in Secondary Cities to Promote Sustainable Tourism in Chiang Rai Province

Abstract

This research article aimed to propose guidelines for tourism management in secondary cities to promote sustainable tourism in Chiang Rai Province. The study employed qualitative research methods, conducting in-depth interviews with five key informants. They were: 1) the Governor of Chiang Rai Province or a representative; 2) the Director of the Chiang Rai Tourism Office; 3) the President of the Chiang Rai Provincial Administrative Organization; 4) executives or academics from the Organization for the Development of Special Areas for Sustainable Tourism (Public Organization); and 5) representatives of Chiang Rai tourism operators. Additionally, focus group discussions were held with 30 stakeholders involved in secondary city tourism management, including university lecturers, local residents, and entrepreneurs, divided into three groups of ten participants each. Data were analyzed using content analysis.

The findings indicated that sustainable tourism development in Chiang Rai should begin with the establishment of an integrated management committee to formulate policies, plan, and monitor implementation collaboratively. An information system for decision-making and comprehensive evaluation standards should support this. Regarding natural resources, the guidelines recommend setting tourism carrying capacities, developing area-specific plans, promoting ecotourism, managing pollution systematically, and restoring degraded areas. Community development should focus on enhancing skills and knowledge, and promoting tourism that reflects local culture. In terms of the economy and market, the focus should be on developing value chains, supporting community tourism businesses, and promoting local brands. For infrastructure and personnel, recommendations include creating an environment conducive to sustainable tourism, developing staff and tour guides, and providing lifelong learning opportunities.