Destination City for Digital Nomad's in Thailand: A Case Study of Digital Nomad Community in Chiang Mai

Abstract

The popularity of moving abroad for working and travelling at the same time has started to become a lifestyle that gradually breaks the traditional way of working as salaried workers or being known as a Digital Nomad (Müller, 2016). In Thailand, Bangkok, Chiang Mai and Phuket are the top destinations, especially Chiang Mai, which was once chosen as the world's number 1 destination for digital nomads to move to (Chiangmai buddy, 2017). This study aims to understand the factors of nomads’ migration (Pofeldt, 2017). Qualitative research collected data and in-depth interviews with 11 key informants through a digital nomad community in Chiang Mai. Data analysis was performed through the method of content analysis. The results of the research showed that there were three factors supporting a decision of selecting Chiang Mai as a destination city. The first factor is natural and cultural capital, such as its unique culture, various tourist attractions, food, and diverse nature. The second factor is access to work and communication infrastructures through the internet, cafés, internet prices, and services. The third factor is information exchange networks are built, integrating networks of a digital nomad community in Chiang Mai where opinions are exchanged, and activities are performed constantly. This has led to exchange networks that have made Chiang Mai become a top destination for nomads around the world.

A Way to Attract Digital Nomads to Tourist Destinations in the New Normal Era

“…With the end of the COVID-19 pandemic and the gradual recovery of daily life, wellness that can heal has emerged as a social issue. Accordingly, the discovery of local resources should be prioritized so that digital nomads can enjoy wellness [90]. Tourism policy should develop a life tourism program in which digital nomads communicate, live with residents, and enjoy local food and attractions.…”

“…The establishment of a settlement environment could provide an alternative solution to address the challenges of social and cultural polarization, thereby fostering community restoration [15,39]. By implementing a collaborative network specifically designed for digital nomads, local communication and information exchange can be facilitated, leading to the consolidation of social capital and the development of a sharing economy [90,92].…”

Essential elements of a city offer addressed to digital nomads: The perspective of territorial marketing

“…Few studies focus on the typical marketing perspective of nomads as consumers of a territorial unit and on activities aimed at increasing interest in a given city. Nevertheless, some scientists have already identifi ed empirical factors infl uencing the choice of location (Lhakard, 2022) or the choice due to the favorable environment for carrying out professional duties (Mladenović, 2016). In one of the latest scientifi c articles, the authors argue the need to implement messages useful for digital nomads into the branding strategy of cities (Silvanto, Ryan, 2023).…”

Opportunities for China’s Agricultural Heritage Systems under the “Digital Nomadism” Trend—A Stakeholder-Weighted Approach

“…Studies on the factors influencing the migration of digital nomads have mainly focused on certain urban destinations [28,31]. The methods employed in these studies often involve descriptive literature review [32], case comparisons [33], and qualitative research, such as in-depth interviews within the digital nomad community [34,35]. However, comprehensive research on this new trend has been limited, except for a few individual case studies, and a theoretical framework or evaluation system has not yet been established.…”