With the return of an entrepreneurial-oriented young generation, it is having the effect of stimulating spin-off for more tourist-oriented businesses. More shops increase the vibrant of the local economic community. At the same time, those new shops contribute to the place’s pleasant ambience. As Chiang Khan has expanded the range of shopping, especially souvenirs that represented Chiang Khan, they are strengthening their existing tourism products. Through positive image building and going back to live the heritage lifestyle, Chiang Khan’s tourism branding is defined. As to Selby (2010), Chiang Khan is creating the production of symbol-laden heritage landscapes for the cultural heritage consumers. Having its own character branding for a Chiang Khan is not only a big step closer to success for tourism marketing (Cooper, 2004) but also a way forward to the community sustainable tourism (Woodland and Acott, 2007).
In addition, adaptive reuse to tourism functions has preserved historic buildings and landscape in Chiang Khan. Although there is continuing replacement of old buildings with inappropriate new designs, there is not a total loss for the community. With the recognition of the importance of historic look for the village to continue as a tourist destination, the people council of Chiang Khan has encouraged the use of tourism and the heritage. Distinctiveness of the place is encouraged through the community’s broad, with tourism facilities fitting into the community’s character, rather than changing it. Therefore, economic purpose and architectural preservation has reinforced the community tourism theme and branding. Using marketing strategies that promote the character of the village and supporting businesses makes Chiang Khan a marketable location. The historic entrepreneurial character becomes tourist attractiveness, with both the community and tourist as beneficiary.