## 4 A Case Study of Urban Tourism in Chiang Mai and Phuket in Thailand  
### Identity and Urban Tourism in Chiang Mai  
Chiang Mai (18 deg47 deg2\"N, 98 deg59\"5\"E) is one of two area in this case study (Figure 2). It is a city in the mountains of northern Thailand and the second largest city in Thailand, with an overall area of 20,107.057 km\({}^{2}\) in 2018 [61]. The city was established in B.E. 753 (1296). It was the capital of the Lanna Empire until B.E. 1015 (1558). The overall population is 1,763,742. The population in the Mueang District is 234,870 [62]. Chiang Mai is the main economic city of the northern region (City-North Regions), with the largest economy of the northern region. Gross Provincial Product (GPP) is 231,726 million baht. The income from service and tourism businesses is 107,625 million baht, which can be calculated to be 53.55% of GPP [63]. Figure 2: Geographical location of urban tourism of Chiang Mai, Thailand, modified and development from Source: Wikipedia [64]. and [PERSON] et al. [41]. The Character of Urban Tourism in Chiang Mai  
Chiang Mai is a province with complete tourism resources, including both natural and cultural tourism resources (Figures 3-6) that are number one in Thailand and a city that has been ranked on the website of the magazine _Traval and Leisure_ of the United States as the number 3 tourist city [65]. in the world. In addition, it was also chosen by UNESCO to be a member of the UNESCO Creative City Network: City of Crafts and Folk Art [66]. The downtown area is a landmark district, which is ready to support tourism in hotels, restaurants and various facilities. In 2018 it was ranked as the most convenient city for digital nomad groups, or new generation groups who mostly work with digital technology [67]. Thus, Chiang Mai has become a city for tourists (the tourist city) [2] which has various kinds of urban tourism activities (regions of activity, i.e., city type), such as: the historic city (1) architecture; old walled city, old temple with a long history, chedi (stupa) viharn (shrine), bluudastates, [68] etc. 2) Art and cultural; monuments, museum, crafts community of Phuan Taem, ailverware and lacquerware community of wua lai, etc. ; 2) Cultural city; lanna cultural, Chiang Mai city pillar inthakin festival, [PERSON] buddha sihing statue water ceremony in songkran festival in Chiang Mai, etc [68; 69; 70]; 3) Business city; national and international conference center of MICE; meetings, incentives, conventions, [45; 69] etc. ; 4) Nightlife city; Chiang Mai night bazaar, nightclubs/bars, [71] etc. ; 5) Leisure shopping city; shopping mall; markets, super mall, shopping center, Tha Phae sunday walking street, Wua Lai walking street, Warorot night market (local foods and goods), etc. ; and 6) Sport city; 700\({}^{\text{th}}\) anniversary Chiang Mai sports complex. Chiang Mai has many [PERSON] activities relating to its history (the history of Chiang Mai spans more than 720 years). As one of the city-north regions, Chiang Mai has become a potential tourism city and supports the transportation infrastructure. Although tourism in Chiang Mai has grown continuously and is an important industry for the economy and security of the residents, as it creates jobs and income for them, the growth rate of the number of visitors has increased continuously every year [72]. There were 4.34 million visitors in 2009 and 10.86 million visitors in 2018 (both tourist and excursionist). The 60% increase in the number of visitors to Chiang Mai in the last 10 years has caused more expansions in the city, resulting in the city growing without direction. There has been increased investment in housing and the non-registered  
Figure 5: Example: Tha Pae old walled in Chiang Mai. Source: Authors, based on the survey. Figure 6: Example: Urban landscape in Chiang Mai. Source: Authors, based on the survey. population has increased. If only the growth of urban economic development is emphasized, the actual identity of the city will disappear [72].