Guidelines for Sustainable Cultural Tourism Management in the Lanna Civilization Tourism Development Area

Abstract

This article aimed to: (1) compare the satisfaction of cultural tourists in the Lanna Civilization Tourism Development Area based on their personal factors; (2) examine the marketing mix factors influencing the satisfaction of cultural tourists in the area; and (3) propose sustainable management guidelines for cultural tourism in the Lanna Civilization Tourism Development Area. This research employed a quantitative approach. Data were collected using a structured questionnaire, and the statistical tools used for analysis included One-way Analysis of Variance (ANOVA), t-test, and Multiple Regression Analysis (MRA). The research findings revealed that:

1. Tourists reported high overall satisfaction with the components of cultural tourism attractions, particularly the attractions themselves and cultural activities. However, accessibility and amenities received moderate satisfaction levels. 2. The marketing mix factors that significantly influenced tourist satisfaction were the physical evidence (or physical environment), product, people, price, and promotion. 3. The marketing mix factors that significantly influenced tourist satisfaction were the physical evidence (or physical environment), product, people, price, and promotion. The proposed sustainable management framework comprised four key dimensions—Innovation, Norms, Collaboration, and Conservation—collectively synthesized into the INCC Model. This model aims to enhance the balance between the economic, social, and cultural dimensions of sustainable cultural tourism in the Lanna region. The research results can serve as policy guidelines for government and private agencies to develop and manage sustainable cultural tourism both within the Lanna Civilization Tourism Development Area and in other regions of Thailand.