Guidelines for Promoting the Development of the Cultural Tourism Potential of Doi Mae Salong Community, Chiang Rai Province

Abstract

This research aims to (1) examine the cultural tourism potential of the Doi Mae Salong community in Chiang Rai Province; (2) analyze the problems, obstacles, opportunities, and success factors related to the development of cultural tourism in the area; and (3) analyze guidelines for promoting the development of cultural tourism potential in the Doi Mae Salong community. The study employed a qualitative research approach. Data were collected from 30 key informants, categorized into four groups: representatives of the public sector, private sector, local community, and tourists. The research methods also included non-participant observation and documentary research. Data were analyzed using content analysis and thematic synthesis.

          The findings reveal that the Doi Mae Salong community possesses robust cultural capital, including the settlement history of the former Kuomintang (KMT) soldiers, Yunnanese culinary identity, ethnic diversity, tea cultivation traditions, and the highland cultural landscape. These elements hold significant potential for development into value-based cultural tourism. However, the area faces challenges regarding infrastructure, a lack of systematic tourism management, and the risk of cultural commodification, which may diminish cultural authenticity. The proposed development guidelines emphasize strengthening Community-Based Tourism (CBT), integrating cultural capital with the creative economy, implementing appropriate highland tourism management, elevating standards to meet international criteria (GSTC-D), and fostering collaboration between the public sector, private sector, and the local community.