Development of Riverside Areas along the Kok River for Tourism in Chiang Rai Municipality

Abstract

This research aimed to 1) explore the potential of the area along the Kok River for tourism development, 2) examine residents' attitudes toward tourism development, and 3) propose strategies for tourism development in Chiang Rai Municipality, specifically from the Asian Highway 2 (AH2) bridge to the Chiang Rai Road 5023 bridge.  The findings indicated that 1) the accessibility potential of the Kok River area for tourism development was rated high (𝑥̅ = 2.98, SD = 0.50). In contrast, the potential for facilities (𝑥̅ = 2.33, SD = 0.45) and attractions (𝑥̅ = 2.26, SD = 0.43) was rated moderate. 2) Residents' attitudes toward tourism development in the Kok River area were assessed as moderate across all dimensions, including area (𝑥̅ = 1.67, SD = 0.21), management (𝑥̅ = 2.19, SD = 0.32), activities and processes (𝑥̅ = 2.13, SD = 0.30), and participation (𝑥̅ = 1.92, SD = 0.27). 3) Recommendations for the development of the Kok Riverbank area for tourism included four key projects: 1) the development of a jogging path, 2) the establishment of a small boat docking area, 3) the creation of a public park, and 4) the construction of retail and service areas. The findings of this study serve as a guideline for relevant agencies in planning and developing the riverside areas along the Kok River into a sustainable and high-potential tourist destination in the future.