A Study of Japanese Living in Chiang Mai’s Opinions in Enhancing San Kamphaeng Hot Springs Components of Tourism

Abstract

The purpose of this research is to study opinions of Japanese living in Chiang Mai in enhancing San Kamphaeng Hot Springs components of tourism. Qualitative research methods were implemented by using focus group discussion and participatory observation. Selective sampling method was applied with the criteria of being Japanese, residing in Chiang Mai, able to communicate in English, and have direct experience in visiting hot springs in Japan. The research was designed that the sample groups participate in the 2-day 1-night tourism activity at San Kamphaeng Hot Springs so that they would gain direct experiences. Then, a focus group was executed afterwards to collect data. The aforementioned activity was conducted for 3 rounds of the similar pattern with 8-11 informants in each round. The total number of sample group was 29. The results consist of 4 dimensions of opinions in enhancing San Kamphaeng Hot Springs components of tourism as follows: 1) Attraction, Activity and Service: Shall improve cleanliness, safety, naturalness, community participation and use of local raw materials, Japanese traditional hot spring service, and promoting the quality of mineral water. 2) Access:  Should provide information about public transportations from Chiang Mai downtown to San Kamphaeng Hot Springs in English and Japanese. 3) Qualified Personnel:  Should provide training about services and communication to the employees. 4) Promotion: Should communicate through diverse media, promote through networks such as collaborate with Chiang Mai Long Stay Life Club (CLL) in promoting to the Japanese, and arranging special events.