南邦具有超過1300年的歷史，曾經是蘭納王國的一個主要城市。但南邦在歷史上的聲望卻遠不如清邁或清萊這樣的城市，因為它們一直是國家政府所在城市，它們的歷史在編年史中也都有妥善記載。雖然南邦的道路、鐵路、航空運輸都具備，它仍只是旅遊業者安排的旅遊景點配角。旅遊業者總喜歡以南邦附近的其他城市為主要旅遊景點，外地旅客大多在那些更有名的城市停留、用餐與觀光，因此前來南邦觀光的大多是當地人。南邦在多年歷史背景下，蘊藏了豐富的文物古蹟，但因為很少人來觀光，因此政府所提撥的預算相對就很少。
要推銷南邦成為旅客想去的地方，符合旅客的需要與創造旅客印象深刻的旅遊體驗，應該就是解決的方法。本研究從各種資訊中，包含學術期刊論文，國際組織文件，政府和學術機構資料，採用質性和量化的研究方法，此研究將提供一個行銷計畫，著重於平衡各種旅行業之行銷方式，以帶來利潤，使文化遺產可以永續的被善用與經營。
從問卷調查和訪談中，我們發現有興趣前往南邦旅遊的，對於南邦的許多文化遺產，是很感興趣的。不過，讓旅客不來南邦的主要障礙是，文化遺產處沒有吸引人前往的活動。此外，大多數遊客對於文化遺產和歷史都了解不多，因此也就沒有特別想要參訪南邦的文化遺產。然而，旅客相當關注的事情有：提供給旅客能進行文化遺產保存的活動、便宜的門票、還有推廣紀念品。以上的事情都可以影響他們前往文化遺產的參訪意願。
南邦對於文化遺產的旅遊，應該要有永續經營的行銷策略，奠基於組合式行銷策略，善於聆聽市場意見、對不同旅客進行旅遊策略定位，相互配合達到行銷南邦文化遺產旅遊的目標。對於吸引旅客前來南邦文化遺產的行銷策略建議如下：
1. 在文化遺產景點，創造新的活動，並改善現有文化遺產商品的內容。
2. 要有積極推動的計畫。
3. 在文化景點要能讓遊客感受到安全。
基於永續行銷的觀點，文化遺產單位、政府相關部門、商業部門和當地居民，應該共同商討規劃，讓這個計畫實施不只可以滿足旅客，也能讓相關人士感到滿意。

Lampang, a city with more than 1300 years history, was a major city in the Lanna kingdom but its historical prominence is largely overshadowed by Chiang Mai or Chiang Rai, which were the traditional seats of government, and whose histories were well recorded in history. Although Lampang is well served by road, rail, and air transportation, it has been spared from mass tourism, which has altered the character of nearby cities. Tourists typically stop by for lunch and visit the more famous attractions and then proceed to points further north, less well-known tourist attractions are, thus, mostly visited by locals. With its long history, it contains plenty of heritage sites but low volume of tourists is the cause of low government budgets conveyed.
Promoting Lampang as a tourists’ destination to increase tourism growth by researching tourism demands and creating impressive visitors’ experience may be a solution. This research, based on a mix of information obtained by research from academic journal papers, international organizations documents, government, and academic institutions, uses both qualitative and quantitative methods, focuses on balancing marketing mix of tourism with all benefits among stakeholders, by suggesting marketing strategies for heritage tourism improvement.
From questionnaire survey and interviews, it had been found that tourists who were interested in cultural heritage tourism in Lampang were many. Anyway, the number of tourists visited Lampang was quite little. The main obstacle that keeps tourists away from Lampang is there are no attractive activities at the heritage destinations. Furthermore, most tourists lack knowledge of heritage and history and have no specific purpose to visit cultural heritage attractions. Nevertheless, tourists quite concern about the improving of heritage conservation activities provided for visitors, cheap entrance fee, and promotion by having souvenir, which affect their decision making on selecting heritage destination to visit.
Lampang should have sustainable marketing strategies for cultural heritage tourism, which operate under the theory of marketing mix in service product, based on target market’s opinion by developing visitors’ segmentation, target, and position to match with its objectives. The recommended strategies of heritage marketing to attract tourists are;
1. Increase value added by creating new activities to heritage place and improve existing major cultural heritage tourism product.
2. Aggressive promotion plan.
3. Provide security system for tourists in heritage destination.
Base on sustainable marketing concept, heritage providers; government sector, business sector, and residents should plan the strategies together to balance the objectives of the plan, to satisfy not only tourists but stakeholders also.

Aas, C., Ladkin, A., & Fletcher, J. (2005). Stakeholder collaboration and heritage management. [Article]. Annals of Tourism Research, 32(1), 28-48.
Al, Y. (2009). Principles of Marketing' 2008 Ed: Rex Bookstore, Inc.
AMA. (2007, 14 January 2008). Definition of Marketing. Retrieved 23 December, 2010, from http://www.marketingpower.com/aboutama/pages/definitionofmarketing.aspx
Armstrong, G., Harker, M., Kotler, P., & Brennan, R. (2009). Marketing: An Introduction: Financial Times Prentice Hall.
Avrami, E., Mason, R., & Torre, M. d. l. (2000). Value and Heritage Conservation. Los Angeles: The Getty Conservation Institute.

Babbie, E. (2010). The Practice of Social Research: Wadsworth Cengage.

Baloglu, S., & Uysal, M. (1996). Market segments of push and pull motivations: A canonical correlation approach. International Journal of Contemporary Hospitality Management, 8(3), 32-38.

Board, N. E. a. S. D. (2010). Gross Regional and Provincial Products 2009. Retrieved from http://www.nesdb.go.th/Default.aspx?tabid=96.

Calantone, R. J., & Johar, J. S. (1984). Seasonal Segmentation of the Tourism Market Using a Benefit Segmentation Framework. Travel Research, 23(2), 14-24.

Chisnall, P. M. (1992). Marketing research (4th ed.). London: McGraw-Hill.
committee, L. p. e. (2010). Lampang development plan 2010-2013.

Fernández, W., Martin, M. A., & Gregor, S. (2007). A Multi-Paradigm Approach to Grounded Theory. In D. N. Hart (Ed.), Information systems foundations: theory, representation and reality (pp. 231-246): ANU E Press.

Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research: Aldine Publ.

Government, L. (2010). Lampang. Retrieved 23 November, 2010, from http://www.lampang.go.th/t_lampang/L6.htm

Haukeland, J. V. (1993). Motives for holiday travel. [General review]. Tourism Review, 47(2), 14-17.

Howard, P. (2003). Heritage: management, interpretation, identity: Continuum International Publishing Group.

ICOMOS. (1999a). 8th Draft of International Cultural Tourism Charter: Managing tourism at places of heritage significance. Retrieved 19 November, 2010, from http://www.icomos.org/tourism/charter.html

ICOMOS. (1999b). International cultural tourism charter: Managing tourism at places of heritage significnace. 12th General Assembly Retrieved 18 November, 2010, from http://www.international.icomos.org/charters/tourism_e.htm

Jamrozy, U. (2007). Marketing of Tourism: A Paradigm Shift toward Sustainability. International Journal of Culture, Tourism and Hospitality Research, 1, 117-130.

Jha, A. K., Barenstein, J. D., Phelps, P. M., Pittet, D., & Sena, S. (2010). Cultural heritage conservation. In T. W. Bank (Ed.), Safer homes, stronger communities: A hand book for reconstructing after natural disasters
(pp. 173-179): The International Bank for Reconstruction and Development/ The World Bank.

Kamra, K. K. (1997). Tourism: Theory, Planning and Practice. New Delhi: Indus Publishing Company.

Keller, P., & Bieger, T. (2000). Tourism and culture: Managing change (No. 3952172316): Edition AIEST.

Kerr, A. (1996, 16 September 1996). Strange bedfellows: An uneasy alliance between cultural conservation and tourism. Retrieved 18 November, 2010, from http://www.icomos.org/icomosca/bulletin/vol3_no3_kerr_e.html

Khan, M. (2005). Tourism Marketing: Anmol Publications, Publishers & Distributors.

Kleiner, A. (1991). What does it mean to be green? Harvard Business Review, 69(4), 38.

Kolb, B. (2006). Tourism to Cities and Towns, Tourism Marketing for cities and towns: using branding and events to attract tourism: Elsevier/Butterworth-Heinemann.

Konecnik, M. (2002). The role of culture in travel and tourism. 10. Retrieved from http://www.majakonecnik.com/dokumenti/File/pdf_prispevkinakonferencah/konecnik_hotelopatija_2002.pdf

Kotler, P. (2000). Marketing Management: the millennium edition, A framework for marketing management

Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know: John Wiley & Sons.

Kotler, P., & Griffin, M. (1994). Marketing management: Analysis, planning, implementation, and control (8 ed.): Prentice Hall, Inc.

Kotler, P., Haider, D., & Rein, I. (1993). Marketing places: attracting investment, industry, and tourism to cities, states, and nations: Free Press.

Kusen, E., & Klaric, Z. (2000). Culture and tourism management at the time of chance: Capitalising on cultural-historical resources through tourism. Paper presented at the Tourism and Culture, Report of 50th Congress.

Kwankong, K. (2010). Tourism Review: 10 Years of Tourism. Retrieved 27 November, 2010, from http://thainews.prd.go.th/view.php

Mathieson, A., & Wall, G. (1982). Tourism: economic, physical, and social impacts: Longman.

McIntosh, R. (1995). Instructor's manual to accompany Tourism: principles, practices, philosophies (7 ed.): Wiley.

McKercher, B., & Cros, H. (2002). Cultural tourism: the partnership between tourism and cultural heritage management: Haworth Hospitality Press.

Middleton, V., & Clarke, J. (2001). Marketing in travel and tourism: Butterworth-Heinemann.

Mill, R. C., & Morrison, A. M. (1998). The tourism system :an introductory text (3rd ed.): Kendall/Hunt.

Misiura, S. (2006). Heritage marketing: Elsevier Butterworth-Heinemann.
Moscardo, G. (1996). Mindful visitors - Heritage and tourism. [Article]. Annals of Tourism Research, 23(2), 376-397.

Necessary, S. (2006). Trends, Statistics and Economic Importance of Heritage Tourism.

NTHP. (2009). Heritage tourism. Retrieved 16 November, 2010, from http://www.preservationnation.org/issues/heritage-tourism/
Panmavanich, K. (2007). Meaning, concepts and issues related to "Culture". Retrieved 15 November 2010, from http://www.culture.go.th/thai/index.php?option=com_content&view=article&id=478:2010-02-10-16-57-35&catid=37:articles&Itemid=354

Poria, Y., Butler, R., & Airey, D. (2001). Clarifying heritage tourism. [Editorial Material]. Annals of Tourism Research, 28(4), 1047-1049.

Pourafkari, B. (2007). A comparative study of cultural tourism development in Iran and Turkey. University of Isfahan.

Prentice, R. (1993). Tourism and heritage attractions: Routledge.

Rafiq, M., & Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 13(9), 4-15.

Reddy, S. (2010). Economic contribution of tourism –The way forward (Vol. 2010). Fiji.

Richards, G. (2005). Cultural Tourism in Europe. In G. Richards (Eds.) Available from http://www.tram-research.com/cultural_tourism_in_europe.PDF
Richardson, J. (1996). Marketing Australian travel and tourism: principles and practice: Hospitality Press.

Rogerson, P. (2010). Statistical Methods for Geography: A Student's Guide: SAGE Publications.

Seaton, A., & Bennett, M. (1996). The marketing of tourism products: concepts, issues and cases: International Thomson Business Press.

Shifflet, D. K. (1999). Pennsylvania Heritage Tourism Study. Retrieved from http://www.dcnr.state.pa.us/recstudy/finalreport.pdf.

Sitthijaroen, J. (2008). Tourism Behavior of Thai Tourist in Northern Thailand. Unpublished Independent Study, Chiang Mai University, Chiang Mai.

Sriwichien, K. (2007). The Study of Livelihood Change of Karen People at Ta-Pern-Kee Village Resulting from Tourism Promotion. Unpublished Research.

Suriya, K. (2004). Tourism Demand for Lampang Province: A Quantitative Approach. Paper presented at the Asian Forum on Business Education Conference (AFBE 2005).

TAT. (2008a). Internal tourism in Lampang.

TAT. (2008b, 2009). Tourism Plan and Policy 2008-2011. Retrieved 22 December, 2010, from http://thai.tourismthailand.org/about-tat-page/about-tat/policy-marketing-plan/

TAT. (2009). Thailand tourism overview for 2009 and tourism goals and trends for 2010. Retrieved 14 December, 2010, from http://www.tatnews.org/tat_news/4677.asp

TAT. (2010). The 8th Thailand Tourism Award 2010. Retrieved 23 January, 2011, from http://tourismawards.tourismthailand.org/awards.php

Thérond, D., & Europe, C. o. (2009). Heritage and beyond: Council of Europe.
Throsby, D. (2010). The Economics of Cultural Policy: Cambridge University Press.

Tonkla-Archeep. (2008). Tonkla Archeep Project. Retrieved 21 November, 2010, from www.tonkla-archeep.com

Tourism, D. o. (2010). Tourism Statistics in Provinces 2009. Retrieved from http://www.tourism.go.th/2010/th/statistic/tourism.php?cid=27.

Tregear, A., McLeay, F., & Moxey, A. (1997). Tourism and sustainability: principles to practice (Illustrated ed.): CAB International.

UNESCO. (2008). 2008 UNESCO Asia-Pacific Heritage Awards. Bangkok: Asia and Pacific Regional Bureau for Education.

UNWTO. (2010). UNWTO World Tourism Barometer: Committed to Tourism, Travel and the Millennium Development Goals (Vol. Interim updated, pp. 9).

Urban, G. (2010). A Method for Measuring the Motion of Culture. [Article]. American Anthropologist, 112(1), 122-139.

WTO. (2008). Understanding tourism: Basic glossary.