STRATEGIES FOR SUSTAINABLE CREATIVE TOURISM DEVELOPMENT IN LANNA CIVILIZATION AREA OF SRITIA SUBDISTRICT COMMUNITY BANHONG DISTRICT LAMPHUN PROVINCE

Abstract

This research aimed to 1) study context of Community and tourism resources of sustainable creative tourism development in Lanna civilization area of Sritia Subdistrict community, Banhong District, Lamphun Province 2)analyse the internal and external environments (SWOT analysis) of sustainable creative tourism development in Lanna civilization area of Sritia Subdistrict community, Banhong District, Lamphun Province 3) Create Strategies for sustainable creative tourism development in Lanna civilization area of Sritia Subdistrict community, Banhong District, Lamphun Province. The community study checklist, the tourism resources audit and the in–depth interviews were applied as the research instruments of qualitative research. The data were collected by a survey, in-depth interviews and a focus group discussion through purposive sampling. The key informants consist of the public sector, the private sector, citizens and tourists. The findings were found that Sritia Subdistrict community has nature tourism resources, culture tourism resources, event tourism resources, activity tourism resources, service tourism resources. According to the result of the SWOT Analysis, the strengths are an appropriate location with a link from Chiang Mai International Airport, including outstanding natural and cultural tourism resources - Lanna historical tourist attractions, as well as community legends are unique and attractive. The weaknesses are lack of sustainable creative tourism development plan. The opportunity is creating an image and brand of Sritia Subdistrict community as a Lanna civilization tourist destination. The threats are the volatility in the global economy and the tourism situation after the COVID-19 pandemic. Strategies for sustainable creative tourism development consist of proactive strategy, turnaround strategy, maintenance strategy for community stability and preparation strategy.