The tourism sector is a vital contributor to Thailand’s economy but also a significant source of greenhouse gas (GHG) emissions. This study aims to align Thailand’s Sustainable Tourism Goals (STGs), established in late 2023, with the nation’s GHG reduction targets. Adapted from the United Nations Sustainable Development Goals (SDGs), the STGs encompass 17 dimensions and 86 indicators but currently lack explicit quantitative targets. This research identifies key measurable criteria in energy (STGs 7, 11, 13), waste management (STG 12), and water management (STG 6), focusing on data from large hotels to assess their GHG emissions and reduction potential. The findings indicate that implementing STG measures could reduce emissions by 527,291 tCO2eq, equivalent to 4.80% of the national GHG reduction target, through energy conservation, waste management, and water efficiency measures. Adjusted targets, including an 18.50% reduction in the energy sector (107 hotels), a 21.00% reduction in waste (121 hotels), and a 2.50% reduction in wastewater (14 hotels), could enable large hotels to achieve a reduction of 83,880 tCO2eq, allowing them to fully meet their assigned reduction responsibilities. Furthermore, this would contribute 0.76% to the national target. This study demonstrates how integrating measurable components into the STG framework can enhance the tourism sector’s role in achieving national climate goals and promoting sustainable practices.

Thailand adopted the Sustainable Tourism Goals (STGs) schemes in late 2023 which comprise 17 dimensions applied from UN-SDGs with a total of 86 indicators. The aim is to support sustainable development in the two major tourism sectors: hotel and transport. This paper emphasizes on the context of STG 7 (Clean energy) and 13 (Climate action) in tourism sector in Chiang Mai which is major tourist destination province in Northern Thailand. By using the onsite survey to 10 hotels and 10 transport companies, it was found that there were four major barriers to accelerate the low carbon target; i.e. (i) financial barriers, (ii) policy and institutional barriers, (iii) technology and innovation barriers, and (iv) knowledge barriers. Policy recommendations have been discussed. For the GHG mitigation potential after scaling up to the provincial level, there are vast mitigation potential of around 15,192.17 tCO2-eq/y. Transitioning to using alternative energy sources from solar cells can reduce GHGs by 14,243.86 tCO2-eq/y. Converting vehicles from diesel fuel to electric power can also reduce GHGs by 948.31 tCO2-eq/y. More incentives for entrepreneurs, such as promoting energy conservation, using renewable energy, and fostering innovation should be strongly considered to achieve the STGs. Full supports on climate change issues from top-level management play an important role to the success of low carbon pathway for tourism businesses.

This investigation studies the behaviours of wellness tourists in Northern Thailand with a view to summarising their collective preferences and expectations and addressing a significant gap in research on Thai wellness tourism. This will enable tourism businesses to begin tailoring their offerings to meet the specific needs of this market segment. 643 foreign tourists in Northern Thailand responded to a questionnaire concerning their motivations and preferences for wellness tourism activities. The findings reveal that there are clear differences between the behaviours of different nationalities that can be used to inform wellness tourism development in Thailand. This research uniquely contributes to literature in the field of wellness tourism by identifying and analysing the specific preferences and expectations of international wellness tourists in Northern Thailand, a previously underexplored demographic in the context of regional wellness tourism studies. Furthermore, it introduces a comparative analysis of national differences in wellness tourism behaviours, offering insights that can directly influence the strategic development of localised wellness tourism offerings.

The strategic direction and level of competitiveness of tourism businesses and locations are now determined by the impact of smart technology on the industry. The objective of this article is to showcase the concept of "smartness" by analyzing the latest advancements in wellness technology and exploring the development of smart wellness cities. Through all stages of travel, technology-enabled tourism experiences increasingly assist travelers in co-creating value. Intelligence in the Environment (AmI) Tourism is propelled forward by several emerging technologies. Innovation is used to enhance or help the destination's ecotourism management system. Hotels can accommodate and serve tourists of all levels according to tourist’s expectations. Technological advancements bring together a wide range of stakeholders. Additionally, technological developments bring together a diverse variety of stakeholders in tourism services. Moreover, it enlisted the assistance of all parties, including Chiang Mai public health and the municipal. Smart environments will inevitably transform industry structures, processes, and practices, resulting in consequences on innovation capability, strategic planning, management, marketing, and the competitiveness of all stakeholders.

Chiang Mai has a rich heritage and the strengths for tourism sector. Enhancing regarding tourism resilience in the post-pandemic phase should be immediately addressed. This research focus on Wellness Tourism in Chiang Mai Province and provides data visualization platform to assist stakeholders and tourist in gaining confidence after the COVID-19 Crisis. In this paper, we focused “Charming Chiang Mai” project, which is an approach for enhancing tourist resilience in the post-epidemic period through creative lanna tourism. We also provide data visualization to facilitate the Chiang Mai tourist police, the Chiang Mai Public Health Office, and the Chiang Mai tourism business association in term decision making and planning. Chiang Mai province's resilience will be enhanced through the development of a digital platform and linked industrial chains. The collaborative function of city, wellness desirability, social capital, government stratrigies, and innovation aids in the resilience of tourist infrastructure. This study aims to contribute to rethinking whether previous tourism ideas (creative tourism) have an impact on current tourism destinations. Data visualization can enable in the resolution of current issues and the resilience of the tourist sector.

This is a qualitative investigation to develop a prototype and guidelines for a creative liveable space according to the management plan and development mechanism in Lampang, a city in Northern Thailand. The researchers collected data from academic documents and field studies through observation, brainstorming meetings, interviews with key informants and transect surveys. Data were analysed by analytic induction and typological analysis. The results revealed a high degree of participation among stakeholders in Lampang communities, who initiated and developed a pilot scheme to promote the local area's cultural heritage. From experiences in the field, the researcher developed a five-step process for developing creative, liveable cities through community participation. The approach uses a hybrid model for development, combining academic principles and community involvement.

The Lanna region is a former kingdom in the area of modern-day Northern Thailand that also once extended into Myanmar, Laos and China. Currently, Lanna culture is used as a selling point for tourism to Northern Thailand, but there are problems with the way tourism routes are designed and packaged. This paper aims to promote the architectural value of Lanna culture through the development of tourism routes. The qualitative investigation assesses existing Lanna tourist routes in Northern Thailand and develops guidelines for the development of cultural tourism in the region. Initial research led to the identification of 35 sites for in-depth evaluation. Data was gathered by document research, field evaluation and interviews following criteria co-developed by Chulalongkorn University and the Department of Tourism (2007). Findings indicated that destinations in Northern Thailand are of a good standard but should be developed in terms of tourism support and management. The researchers produced guidelines for the development of individual attractions and designed cultural routes according to provincial boundaries and periodic themes.

Marketing to travelers from China will require an examination of many factors that can shape the dynamics in order to remain competitive in the global market for a large volume of tourists. The objective of this study is to investigate the challenges of marketing to Chinese tourists and to suggest practical guidelines for meeting these challenges in the Thai tourist industry. This report outlines two primary pressing concerns in the Thai tourist industry. First, finding effective and efficient methods to forecast the number of incoming tourists has not been explored due to a lack of coordination between the Tourism Authority of Thailand (TAT) and the Sports and Tourism Ministry. Second, there is evidence that Chinese tourists are creating a negative impact on the economy, society, culture, and the environment of the local community. These issues in turn lead to concerns for attracting more future tourism, and maintaining the local lifestyle.

In this paper, we explored supply chain structures and characteristics of the incentive travel industry, which is a special sector of the tourism and hospitality industry. Since the conceptual framework tailor-made for this sector cannot be found, we developed a generic model to outline key players and main operations such as collaborations and relationships between players in the supply chain. Then we verified the model with empirical data collected from the incentive travel industry in Thailand. A focus group discussion was organised to validated and contextualise the proposed framework. Four followed up in-depth interviews with incentive supply chain players in Thailand were conducted. Data were cross-validated using various data sources including private sector, public sector and educational institutes. Findings show that the main players in incentive supply chain are the incentive houses, who plan and design the incentive programme for the corporate considering the return-on-investment (ROI), and destination management companies (DMC), who execute the programme at the destination. Relationships and collaboration between players are vital to the success of incentive program delivery since the incentive travel programmes are considered special events that required tailored made supplies and operations. Finally, potential research arena also discussed with suggested methods.

There are numerous tourist attractions in the Lanna region of Thailand, however, with the increasing pattern of the aging population, each place need to be dissected the potential for senior visitors. This paper proposes the application of using Neuro-fuzzy system to assess the readiness of the tourist spot. The considered area, including 8 provinces in Thailand, which considered as the kingdom of Lanna in ancient days. With the specific purpose, experiments are done by modifying the appropriate structure of Neuro-Fuzzy for the dataset. The primary experiment is intended to evaluate the proper membership function, the Gaussian membership function shows the best results among others. Furthermore the experiment to verify the number of networks are made, the results from both 1 network and 2 networks are demonstrating the same accuracy for this dataset.

This paper proposes the tool for the improvement of visitor spots of the Lanna civilization in the northern part of Thailand. Numbers of traveler are visited surrounding tourist spots in this area because of the identity of the culture, however large portions of the tourist attractions here still need to enhance to support the tourist. The propose tool expect to prescribe the subject to enhance for each individual tourist place. The fuzzy framework is used for clustering the features, and create the new values for each feature. The Apriori algorithm is applied and create the association rules. The outcomes demonstrate the connection of the criteria for the evaluated class of the visitor spots. All considered visitor spots in the Lanna civilization in the experiment are prior assessed by the specialists in the tourist study. Related person can use the experimental results as a guideline to improve their tourist attraction and able to estimate the class of their place as well.

This paper aims to evaluate the supply chain collaboration in the cultural tourism on the R3A route, which is starting from Kunming (China) to Luang Namtha (Lao PDR) and to Chiang Rai (Thailand). The Structural Equation Model (SEM) was used to evaluate the key factors that have affected to the collaboration between partners along the route. Data were collected from 200 cultural tourism enterprises via self-administrative questionnaires. The result was found that lack of data sharing is the barriers of collaboration on cultural tourism in R3A route between supply chain partners. Information, commitment, and communication technology are the key factors to promote collaboration sustainability.

Tourism is considered an important sector of the world economy nowadays since this industry is a major source of income for many countries including Thailand. The senior tourist market is an interesting tourism market since the market tends to expand continually due to the world’s senior population growth. Moreover, this elderly market is a potential market with high purchasing power and free time for travelling. Therefore, Thailand should prepare readiness to support this emerging market because it could be another major source of export income. The readiness of tourism management and provision of tourism facilities for senior tourists should be taken into consideration. This paper aims to study the supply chain design for senior tourist and mainly focus on the upper Northern area of Thailand (Lanna region) which has tourism resources and services required for senior tourists demand.

Thailand is a major tourist destination that attracts thousands of national and international tourists each year. Of these many visitors, the number of Thai and international senior tourists visiting various attractions in Thailand is also steadily increasing. Many tourist destinations lie in the Northern Thailand area, but few of these are prepared to serve the specific needs of senior tourists. The objective of this study is to audit important knowledge regarding senior tourist standards in Northern Thailand. This paper uses a Knowledge Management Assessment Tool (KMAT) to conduct a knowledge audit of senior tourist needs and behaviors. The "5 A Criteria" was then developed to evaluate the potential for meeting senior tourism standards of 14 popular tourist attractions in Northern Thailand, specifically focusing on Accessibility, Amenities, Advisory, Atmosphere, and Activities. The results found that the Night Safari, Royal Flora Ratchaphruek Gardens, and Phra Sing temple are attractions with the greatest potential for catering to senior tourism in Northern Thailand.

An innovative creative class drives creative cities, urban areas in which diverse cultures are integrated into social and economic functions. The creative city of Chiang Mai, Thailand is renowned for its vibrant Lan Na culture and traditions, and draws new migrants from other areas in Thailand seeking to become part of the creative class. This study aims to classify a local integration model for the migrant creative class, and to suggest a set of indicators that could be used to measure the level of successful integration of a migrant creative class when building creative cities. This study selected twelve creative class sample cases who are well known in Chiang Mai and separated the sample into three groups; educator, researcher, and innovator. The study’s agenda consisted of open-ended questions with a semi-structured format for the in-depth interview, and follows a local integration ontology model. The study found that the local integration model consisted of four key domains: means and work, social connection, facilities, and foundations domains. Significant factors are included in each domain, and all four domains are important for the local integration of the creative class in creative cities. Annotation Ontology was used for determining the critical factors for success for migrants in creative cities: namely job, training, social bridge, and language and cultural knowledge. This study presents a new model, the Lan Na Local Integration Metric, which can be applied to understand the successful integration of migrants into the Lan Na region of Chiang Mai.