DEVELOPMENT OF A FACTOR-BASED MODEL OF CULTURAL TOURISM MANAGEMENT IN THAILAND

Abstract

This research aimed to 1) Examine and analyze the key factor models influencing the success of cultural tourism management in Thailand, and 2) Develop and propose a factor model for cultural tourism management in the country. Employing a qualitative research methodology, data were collected from 25 key informants possessing expertise in specific fields, representing cultural tourism areas within the local performing arts sector across five provinces: Bangkok, Chiang Mai, Trang, Ayutthaya, and Ubon Ratchathani. The research instruments included in-depth interviews, focus group discussions, descriptive writing, and comprehensive content analysis. The findings revealed six key factor models that significantly impact the success of cultural tourism management in Thailand: 1) Leadership, 2) Awareness, 3) Participation, 4) Trust, 5) Coordination and Cooperation, and 6) Government Support. These factors are crucial in fostering development in cultural heritage conservation, community economic enhancement, and the strengthening of community resilience. Active participation and collaboration among various sectors are facilitated by government support. Recommendations include the establishment of specialized training programs, the development of a community digital participation platform, and the integration of cultural data among agencies and communities.