STRATEGIES FOR THE PROMOTION OF CONTEMPORARY ART TOURISM TOWARD CREATIVE CHIANG RAI

Abstract

            This research aims to: 1) analyze the context and policy potential for promoting contemporary art tourism in Chiang Rai province, 2) examine the problems and obstacles of contemporary art tourism in Chiang Rai, and 3) propose policy guidelines for promoting contemporary art tourism in the province. A mixed-methods approach was employed to obtain comprehensive and reliable insights. The quantitative study involved a sample of 400 tourists visiting Chiang Rai, while the qualitative study involved 10 purposively selected key informants, including experts in art, tourism, and hospitality, as well as tourists. Data collection instruments included document analysis, questionnaires, and in-depth interviews. Quantitative data were analyzed using frequency, percentage, mean, and standard deviation, whereas qualitative data were analyzed through content analysis.

The findings revealed that: 1) Chiang Rai possesses outstanding potential due to its diverse attractions, including natural, cultural, and historical sites, alongside contemporary art activities that reflect creativity and community participation; 2) the overall level of problems and obstacles was high, primarily related to tourism resources and activities, stemming from a lack of integration among stakeholders and inadequate transportation systems connecting tourist sites; and 3) the proposed policy guidelines emphasize a holistic development approach, enhancing tourism resources and activities while simultaneously improving infrastructure and transportation systems to ensure sustainability. The study highlights the urgent need to establish and strengthen systematic cooperation mechanisms and invest in supporting infrastructure. Without concrete actions, the opportunities to boost the local economy and build a positive image of Chiang Rai may diminish, hindering the province’s potential to develop fully as a creative city.