Hmong Ethnic Tourism Development Strategies to Support Tourism in Chiang Rai Province

Abstract

This research article aims to 1) analyze the current status of ethnic tourism, 2) develop strategies for promoting Hmong ethnic tourism, and 3) assess the feasibility of these strategies for enhancing tourism in Chiang Rai Province. The study employs a mixed-methods approach. Quantitative research involved a sample of 400 tourists, with data collected through questionnaires and analyzed using percentages, frequencies, means, and standard deviations. Qualitative research targeted 18 key informants, including community leaders, local politicians, tourism-related agencies, entrepreneurs, and tourism experts in Chiang Rai Province. Data were gathered through interviews and focus group discussions, then analyzed and synthesized to formulate strategies according to the research objectives, and presented descriptively.

The results indicate that most tourists are male, aged 31–40 years, from the northern region, with moderate income levels, and prefer to travel during the winter season for family relaxation. They show particular interest in natural and local cultural attractions, such as Phu Chi Fa National Park and the Hmong New Year festival. Regarding tourism services, tourists prioritize facilities and accommodation. An internal and external environmental analysis using the 4Ms framework and PESTEL model reveals that Hmong ethnic tourism holds significant potential but requires further development in human resources, budget allocation, and infrastructure to enhance competitiveness. Additionally, the tourism sector faces challenges related to policy, economy, technology, and the environment. The researcher proposes five main strategies: development of human resources; increasing funding and infrastructure; promoting local products; conserving the environment and culture; and establishing collaborative networks. These strategies aim to drive balanced and sustainable growth of Hmong ethnic tourism in Chiang Rai Province.