Unveiling the Tapestry of Cultural Tourism Potential in a Northern Thailand Province : Cultural Identity as Destination Branding

Authors

• Budsaba Kanoksilapatham
• Jirassa Kachachiva
• Nootnapang Chumdee
• Suppabhorn Suwanpakdee
• Pawinna Phetluan

Publication Date

2025

Abstract

This article focuses on a nostalgic area in northern Thailand with historical ties to World War ii. The study aims to: 1) identify cultural attractions and their common identity, 2) evaluate these attractions’ features, and 3) assess a tour package based on this identity. Six cultural attractions resonating with a “World War ii reminiscence” identity were identified through archival research and interviews with local leaders. This identity highlights memorable historical events during army occupation and strong friendships formed between troops and locals. On-site reviews confirmed these attractions’ potential for cultural tourism. A tour package highlighting these sites was developed and received favourable feedback from local tourism stakeholders. The results show that the district’s rich cultural legacy can greatly promote cultural tourism, revitalizing the area. This study provides valuable insights and practical strategies for leveraging cultural identity to promote other regions as cultural tourism destinations.

DOI

10.1163/26659077-20252818

First Page

1

Last Page

28

Recommended Citation

Kanoksilapatham, Budsaba; Kachachiva, Jirassa; Chumdee, Nootnapang; Suwanpakdee, Suppabhorn; and Phetluan, Pawinna (2025) "Unveiling the Tapestry of Cultural Tourism Potential in a Northern Thailand Province : Cultural Identity as Destination Branding," Manusya, Journal of Humanities: Vol. 28: No. 1, Article 2.
DOI: 10.1163/26659077-20252818
Available at: https://digital.car.chula.ac.th/manusya/vol28/iss1/2