The development of spiritual tourism in Chiang Mai, Thailand

Abstract

This study was undertaken to explore the evolution of spiritual tourism in Chiang Mai, Thailand, aiming to elucidate the factors driving the expansion of spiritual tourism of the location and to examine how it has transformed over time. To collect data, desk research was performed to understand the changing dynamics of the tourism industry in Chiang Mai. Essential insights into the perspectives and experiences of local stakeholders, tourists, and spiritual practitioners were gleaned via desk research, and existing interviews available on the internet as primary sources utilized to collect qualitative data. The main findings of the research suggested that the success of Chiang Mai's spiritual tourism industry can be attributed to various factors. Firstly, there was a growing demand among travellers for activities that extend beyond conventional sightseeing. Secondly, Chiang Mai's appeal to spiritual tourists was underscored by its rich cultural and spiritual heritage. The utilization of digital media and the prevailing wellness trends have significantly contributed to positioning Chiang Mai as a renowned destination for spiritual tourism. Besides, it was also discovered that the development of spiritual tourism in Chiang Mai, Thailand has gone through three stages of development including early development, middle development, and modern development. In conclusion, it can be argued that the rise of spiritual tourism has brought about positive economic impacts on the region, fostering its sustained growth. However, the study also highlights the challenges associated with maintaining the authenticity of spiritual experiences in the face of commercialization. It emphasizes the importance of adopting ethical travel practices to safeguard the cultural and environmental integrity of Chiang Mai.