Cultural Tourism in Less-visited Northern Region Areas: A Potential Assessment of Nan, Lampang, and Phetchabun Provinces

Abstract

This research focuses on tourism in less-visited areas in northern Thailand, and tourist attractions expressing national identity, or Thainess, in the increasingly popular northern provinces of Nan, Lampang, and Phetchabun. Quantitative research was done with data gathered by survey research. The sample population was Thai tourists traveling and actively observing areas. The goal was to develop the region into a future cultural tourism prototype.  Results were that the most suitable tourism model was the old town, preserving lifestyles, urban customs, art, and time-honored culture to offer experiences with traditional beauty and unmarred nature. Varied tourist resources, attractive scenery, and old city dwelling, as well as unique local identities and sources of related culture. This was most suitable in terms of potential for attracting tourism (mean=4.23), in terms of tourism product variety, unique cultural identity and lifestyles. The goal is to preserve values, continue cultural traditions, and clearly transmit lore and skills about lifestyles. Therefore, tourism development can be seen as having great potential (mean=4.12) in all dimensions, including cultural tourism activities, accessible travel routes, and range of cultural tourism activities. Management also had considerable potential (mean=4.06) in all dimensions. From an overview of all dimensions, Nan, Lampang and Phetchabun Province tourist attractions were suitable for further development as cultural tourism destinations.