Approaches to promotion of second tier tourism cities in northern Thailand

Travel has always been about the pull of a place: the promise of a mountain view, the scent of street food, or the warmth of a local greeting. For decades, the tourism industry focused its energy on the most famous destinations, the crowded capitals and iconic landmarks that draw millions. But in recent years, a quiet shift has occurred. Travelers are increasingly seeking out the "second-tier" cities—places that are rich in culture and history but often overlooked by the mass market. In northern Thailand, provinces like Chiang Rai, Lamphun, Nan, and Phrae are now being rebranded as essential stops. The question facing planners and local leaders is simple yet difficult: what actually makes a traveler fall in love with these smaller cities, and what turns that love into a promise to return?

To answer this, researchers must look at the ingredients of a trip. Imagine a destination as a complex recipe where every element matters. Some ingredients are the sights themselves, the "attractions" that draw you in. Others are the practicalities, like how easy it is to get there, known as "accessibility," or the hotels and restaurants that make a stay comfortable, called "amenities." Then there are the human and cultural elements: the friendliness of the people, the "amiability," the things you can do, or "activities," and the unique artistic character of the place, often described as an "art city." These factors do not just exist in isolation; they work together to shape how a traveler sees a place, how they feel while they are there, and whether they will come back.

A researcher led by Tanawut Prakobpol at King Mongkut's Institute of Technology Ladkrabang set out to test exactly how these ingredients work in the context of northern Thailand's second-tier cities. They did not rely on guesswork or broad assumptions. Instead, they gathered data from 360 Thai travelers who had visited these specific provinces at least twice in the previous year. By asking these experienced visitors to rate their feelings about the places they had been, the researchers could map out which factors truly mattered. They were looking for the specific combination of sights, services, and experiences that builds a strong image of a destination and, ultimately, creates a loyal fan who will recommend the place to friends and return for another visit.

The results of this study revealed a surprising hierarchy of importance. The most powerful driver for both the image of a place and the quality of the experience turned out to be the "art city" factor. This refers to the creative soul of a destination—the local crafts, the festivals, the galleries, and the unique cultural identity that makes a place feel alive. When travelers felt a strong connection to the artistic and creative side of a city, their overall impression of the destination improved, and their experience became more memorable. This finding suggests that for smaller cities, investing in culture and creativity is more effective than simply building more infrastructure. The presence of art and culture acts as a magnet, creating an emotional bond that goes beyond a simple checklist of tourist sites.

Surprisingly, the study found that some factors often assumed to be critical did not have a significant impact in this specific context. The friendliness of the locals, or "amiability," and the availability of standard services, or "amenities," did not significantly change how travelers viewed the destination or how much they enjoyed their trip. This does not mean that being polite or having a clean hotel is unimportant, but rather that in these culturally rich second-tier cities, the core experience is driven by the unique cultural offerings and the activities available. If the artistic and activity-based elements are strong, the other factors become secondary. Similarly, while how easy it is to reach a city matters for forming an initial opinion, it does not directly determine how memorable the actual experience is once the traveler arrives.

The path to a loyal traveler was found to be a two-step journey. First, the various elements of the trip, especially the cultural ones, shape the traveler's image of the place. This positive image then enhances the actual experience, making the visit feel more meaningful. It is this enhanced experience, more than anything else, that drives loyalty. When a traveler has a deep, positive experience, they are far more likely to return and to tell others about it. The study confirmed that the emotional connection formed during the trip is the strongest predictor of future behavior. A traveler who feels they have had a unique, culturally rich experience is the one who becomes a lifelong advocate for the destination.

These findings offer a clear direction for the future of tourism in northern Thailand and similar regions. The research suggests that the most effective way to promote these second-tier cities is not to focus solely on improving roads or hotels, but to double down on what makes them unique. By investing in local artists, supporting cultural festivals, and creating immersive activities, destination managers can build the kind of emotional connection that keeps travelers coming back. The study provides a roadmap for turning a quiet provincial town into a vibrant destination, proving that the heart of a place is often found not in its convenience, but in its creativity.