The digital nomad gaze: Ethnographic insights from Chiang Mai

This ethnographic study explores how digital nomads' engagement with a destination reshapes the traditional tourist gaze. This study uses Chiang Mai, Thailand, as a research case, through ethnographic observations and interviews with digital nomads and locals. The results show that the digital nomads' way of gazing includes the perception and anticipation of a destination as work- and productivity-friendly with required infrastructure, likeminded community with an exotic locale as a background and potential for recreational cultural activities. The study uncovers the paradox of the digital nomad gaze—although digital nomads seek deeper cultural involvement, their focus on productivity often hinders genuine engagement with the local environment. • Explores why digital nomads are drawn to Chiang Mai, Thailand • How the blurring between work and leisure challenge definitions of the tourist gaze • Emphasises work-related activities as primary components of the digital nomad gaze • Explores difficulties digital nomads face forming connections with local communities • Proposes a definition of a digital nomad gaze