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 traveling 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 was used by collecting data and using 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 an access to work and communication infrastructures through the internet, cafés, prices of the internet 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.

Keywords: Digital Nomad, Destination City, Decision, Chiang Mai, Thailand