ASEAN Clean Tourist City Standard Development Model of Nan Municipality

Abstract

This study explores the key factors driving the development of clean tourism standards in Nan Municipality, Thailand, and examines the public perception of these initiatives. The objectives were fourfold: 1) to identify factors influencing clean tourism development; 2) to assess residents’ views on municipal operations; 3) to analyze the relationships among the identified variables; and 4) to propose a development model aimed at positioning Nan as the cleanest tourism-standard city in ASEAN. A mixed-methods design was employed. Quantitatively, 375 residents were selected through convenience sampling and surveyed using structured questionnaires. The data were analyzed using descriptive statistics, Pearson correlation, multiple regression, and structural equation modeling (SEM). Qualitatively, 13 key informants were interviewed using a structured format, and their responses were analyzed through content analysis.

Findings revealed that the contributing factors to clean tourism development were rated highly, with strong public approval of the municipality’s efforts. All examined variables were significantly interrelated. Based on the results, a development model was proposed, comprising five core components: social development, infrastructure enhancement, policy formulation, community participation, and environmental management.