Kornkanok Hongnuan, Winitra Leelapattana, Weerapon Thongma, Keerati Trakansiriwanich, Suthira Sitthikun
The objectives of this research were to assess the potential of cultural tourist sites, to analyze the behaviors and motivation of tourists, and develop the creative cultural tourism model in the old city of Chiang Mai. The data was collected from the in-depth interview with the public and private agencies, academicians, community leaders, and people’s network organizations. The questionnaires were used to collect the data from 400 Thai and foreign tourists. The research results revealed that Chiang Mai Province is the large city located in the north of Thailand. It is an old city with the long and significant history. There are various cultural attractions such as temples, archaeological sites, markets, old communities, cultural festivals/traditions, etc. Most tourists traveling to the old city of Chiang Mai have important motivation on the reputation of cultural attractions, attractive cultural festivals and traditions. It was also found that a variety of local food, charming traditions, potential of cultural attractions in the old city of Chiang Mai was related to the word of mouth and recommendation of tourists visiting the old city of Chiang Mai in terms of developing the creative cultural tourism model suitable for the old city of Chiang Mai. This was the development that focused on the context of the creative area, creative activity, creative community, and creative network leading to sustainable cultural tourism.