Abstract i
中文摘要 iii
Table of Contents v
List of Tables vii
List of Figures x
Chapter One Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Contributions 5
1.3 Research Scope 6
1.4 Research Process 7
Chapter Two Literature Review 9
2.1 Lampang and Its Tourism Situation 9
2.2 Cultural Heritage Definition and Its Relationship to Tourism 16
2.3 Cultural Heritage Marketing 20
2.4 Heritage Conservation 30
Chapter Three Research Methodology 35
3.1 Research Method 35
3.2 Data Collection Procedure 41
3.3 Data Analysis 42
Chapter Four Research Findings 45
4.1 Findings from Interview 45
4.2 Descriptive Analysis 49
4.3 Demographic Data and Marketing Mix Strategy 54
4.4 Demographic Data and Heritage Tourists’ Behavior 78
Chapter Five Conclusion and Suggestion 93
5.1 Conclusion 93
5.2 Research Limitations 96
5.3 Suggestions for Further Research 97
REFERENCES 99
APPENDICES 104
Appendix-1: Questionnaire (English Version) 105
Appendix-2: Questionnaire (Thai Version) 108
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