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Religious activities bring about curiosity and wonder for Chinese travelers as it enhances their spiritual wellbeing. However, there have been cases where religious tourist sites in northern Thailand have been put at a risk of being unsustainable due to being continuously exposed to foreign travelers who expect that the authenticity of practical beliefs be configured to their itinerary schedule. This study aims to raise awareness of the considerable factors on developing a sustainable religious tourism in Chiang Mai for Chinese travelers. An interview was conducted with six institutions and documentation was also carried out to review the events that they had done from the past and to understand the tasks performed; data was sorted separately for coding and triangulation. Results were discussed about raising awareness on institutions being part of an educational network in developing society, coordination for utilizing knowledge, skills and expertise, bridging for understanding, learning and business trade.
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