Abstract:
This dissertation will observe and evaluate how the Northern region of Thailand had applied various cultural elements and beliefs in creating a “Sense of Lanna” to attract visitors. How these cultural elements had been applied by the various parties will demonstrate the manner of their commercialization - whether in a positive or negative way. The scope of this research is focused on seven 5-star hotels in Chiang Mai and Chiang Rai. This area was chosen because Chiang Mai is the most award-winning province in Thailand when it comes to tourism especially. This is in addition to the area having many significant cultural attractions in Thailand. This research has two main components in methodology namely: qualitative and quantitative. For the first part of qualitative, observations were done at those seven 5-star hotels in Chiang Mai and Chiang Rai. It was found that Anantara Golden Triangle Elephant Camp & Resort Chiang Rai had applied the most number of fine art in the lobby area. Furthermore, the eight items (plant, accessories, furniture, religious objects, sculptures, lighting, ceramics, animal objects) were identified to be more favored in decorating most of these selected hotels. Meanwhile, hotels in Chiang Mai had applied more fine art compared to Chiang Rai hotels. However, both provinces had applied Buddhist art motifs widely in decorating their hotel lobby. Another aspect, the influence of local tradition and belief into form and space, was also found. Only Dhara Dhevi Hotel Chiang Mai and Ratilanna Riverside Spa Resort Chiang Mai had combined these two aspects together. From these seven 5-star hotels, only the Dhara Dhevi Hotel Chiang Mai layout was fully designed to face the east. The second part, quantitative, was derived from the 57 respondents involved. From the findings, aesthetic factor was identified as an influential factor of impression towards fine art as decorations in creating the Lanna style for hotels in Chiang Mai and Chiang Rai. These respondents were also more satisfied with hotels in Chiang Mai in the way they had decorated their hotel lobby area. In conclusion, the Northern region of Thailand is very rich in various elements from its past civilization. The Northern region also prefers to apply Buddhist art motif as the decorative elements in the lobby area. However, it is extremely essential to disseminate accurate and appropriate information when displaying certain meanings and designs to the public.
