COLLECTING COMMUNITY STORYTELLING TO ENHANCE THE TOURISM POTENTIAL OF BAN NONG KHAEM COMMUNITY, PHICHIT PROVINCE

Abstract

This article aims to 1) explore, gather, and extract knowledge about local storytelling to enhance the tourism potential of Ban Nong Khaem community, Phichit Province, and 2) analyze the community's potential in developing the area in the Ban Nong Khaem community, Phichit Province as a tourist attraction. The study employs qualitative research methods, utilizing tools such as in-depth interviews and focus groups. After careful consideration and evaluation for suitability, three experts in the field of community storytelling agreed to use these methods in data collection. Specific informants, consisting of 20 key individuals involved or related to the area's development, including community leaders, local elders, and leaders of groups/local organizations, were selected. Content analysis was conducted, and an overall summary was drawn. The qualitative data analysis revealed that the knowledge of storytelling in the Ban Nong Khaem community could be categorized into six main groups: 1) spatial development, 2) traditions and rituals related to farming methods, 3) products derived from local wisdom, 4) history/legends, 5) important places, and 6) important persons. This knowledge can be leveraged to enhance tourism potential in two forms: agricultural tourism and cultural tourism. Regarding the community's potential to develop the area as a tourist attraction, both supporting and limiting factors were identified. However, despite challenges, there is a promising opportunity to transform the community into a tourist destination. This optimism stems from strong community leadership, genuine commitment among residents to participate in community development and tourism, and the existence of agricultural and cultural capital that can be harnessed as tourism resources. These resources serve as compelling selling points, creating a memorable experience for tourists and encouraging them to revisit the community.