FACTORS AFFECTING DIGITAL NOMADS' DECISION TO COME AND LIVE IN CHIANG MAI

ปัจจัยที่มีผลต่อการตัดสินใจเข้ามาพำนักในจังหวัดเชียงใหม่ ของกลุ่มดิจิทัลโนแมด

บทคัดย่อ

This study intended to examine the factors that affect the decision of digital nomads to reside in Chiang Mai, Thailand, including leisure facilities, community layout, infrastructure, living costs, social environment, and weekly special activities, as well as strategies for tourism development to accommodate this group. The sample consisted of 435 foreign digital nomads residing in Chiang Mai. A quantitative approach was employed using questionnaires, and data were analyzed through percentages, means scores, standard deviations, and multiple regression techniques.

The findings showed that, overall, the factors had a high impact on the decision to reside, with leisure facilities having the highest mean score. Multiple regression analysis revealed that community layout, infrastructure, living costs, and social environment significantly influenced the decision at a 0.01 level, while leisure facilities and weekly special activities had no significant effect. The model explained 73.2% of the variance in the dependent variable. Regarding tourism development strategies, all aspects were rated highly, with digital nomad visa policies receiving the highest approval, followed by cost-effectiveness and service quality. The promotion of hostels and co-working spaces received the lowest rating.

The findings provide guidance for government agencies and tourism operators in formulating strategies and policies to attract high-quality, long-term tourists, supporting sustainable local economic development in Chiang Mai.