A STUDY OF THE SANCTITY AND ROLE OF WAT PA PHU PANG IN PROMOTING CULTURAL TOURISM IN UBON RATCHATHANI PROVINCE

Abstract

This research aimed to 1) Study the sanctity and spiritual values of Wat Pa Phu Pang in the context of the local community in Ubon Ratchathani province, 2) Analyze the role of Wat Pa Phu Pang in promoting and developing cultural tourism, and 3) Propose guidelines for developing Wat Pa Phu Pang as a sustainable cultural tourism destination. The study employed qualitative research methods, including in-depth interviews with 23 informants, consisting of monks, community leaders, tourists, and stakeholders. Field observations and document analysis were also conducted. The findings revealed that Wat Pa Phu Pang serves as a center of faith and spirituality for the local community. The sanctity of the temple is reflected through the strict monastic practices of the monks, religious narratives, and community involvement in activities such as chanting, meditation, and traditional religious festivals. The temple’s role in the community includes the preservation of local culture, economic support through the sale of local products, and the creation of spaces for spiritual learning. Moreover, the development of cultural tourism at Wat Pa Phu Pang is strongly linked to its sanctity and cultural significance, emphasizing value-added activities such as Buddhist training programs, historical storytelling, and digital marketing. The recommendations from this research include preserving the temple’s sanctity alongside improving facilities, encouraging community participation, and utilizing creative promotion strategies. These measures aim to position Wat Pa Phu Pang as a sustainable cultural tourism destination that benefits both religious and economic aspects while fostering a deeper understanding of the community's cultural values on a global scale.