..., this is the first paper to quantitatively explore the relationship between tourists’ social media usage and nightlife consumption in Thailand. The revealed relationship between the use of specific social media sites (Facebook and YouTube) and tourists’ decisions to consume and the amount spent on nightlife...

..., such as the COVID-19 outbreak. Design/methodology/approach A single-case study was conducted. Data were collected from the owner/manager of a boutique hotel chain in Chiang Mai, Thailand through an extensive interviewing process. The authors also examined corporate documents. The authors then re-organized...

.... Licensed re-use rights only Thailand’s historical city of Chiang Mai, with its 800-year history, was inscribed on the tentative list of UNESCO World Heritage Sites (WHS) while undergoing a period of transformation in tourism development. Over the past two decades, the number of tourists has increased...