Challenges and Strategies for Repositioning the Chiang Mai National Museum in The Market: Situations, Problems, and Obstacles Towards Enhancing Its Role in the Context of Digital-Age Tourism Using Constructivist Grounded Theory

Abstract

In this qualitative research investigation, the researchers employ the constructivist grounded theory methodology with the following objectives. The researchers examine (1) the current situation, problems, and obstacles in the operations of the Chiang Mai National Museum; and construct (2) a grounded theory model addressing the challenges of repositioning the museum’s market to enhance its role in the context of the digital-age tourism.

            The researchers conducted in-depth interviews with twenty key informants consisting of ten executives and personnel, and ten visitors and community members. Data were analyzed using the Charmaz’s process. Findings showed that the museum under study encountered five dimensions of challenges: organizational capacity building; innovation integration; collaboration development; value strategy; and visitor experience design. In addition, the researchers developed the “CICVE” model, representing the concept of the value creation and collaboration through the integrated organizational development process. The emphasis was on digital transformation, network building, and design experience to enhance the museum’s value. Recommendations include developing a digital infrastructure, providing personnel training to be equipped with technology skills, and fostering collaboration with communities and related agencies. Future research should focus on the digital technology applications and the marketing strategies development suitable for the context of Thai museums in the digital era.