ENHANCING INTANGIBLE CULTURAL HERITAGE: IDENTITY AND ROLE OF LOCAL GOVERNMENT ORGANIZATION TO PROMOTE PARTICIPATORY TOURISM IN PHIPUN, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research were threefold: 1) to study, collect, and analyze cultural heritage identities, and to develop the role of model local government organizations (LGOs) in tourism promotion in Phipun District, Nakhon Si Thammarat Province; 2) to develop a digital database, product development processes, and a participatory community enterprise learning center based on cultural heritage for tourism promotion in Phipun District, Nakhon Si Thammarat Province; and 3) to develop tourism routes and activities founded on cultural heritage in Phipun District, Nakhon Si Thammarat Province. A mixed-methods research design was employed, integrating both quantitative and qualitative approaches. Data were gathered using questionnaires administered to a sample of 400 respondents and 200 digital database users, alongside in-depth interviews conducted with 25 key informants. The research findings revealed that the cultural heritage identity derived from the legends of Phipun District can be categorized into four dimensions: traditions, sacred beliefs, Buddhism, and rituals, all of which reflect the relationship between humans and nature. The evaluation of the roles of local government organizations (LGOs) indicated a gap between the current state (moderate level) and expectations (high level), with tourism marketing identified as the area of highest priority need. In terms of digital database development, the www.phipun.com platform was successfully established, achieving the highest level of community participation. This development operated in tandem with the upgrading of community products, spanning the entire supply chain from upstream to downstream. For tourism development, a 2-day, 1-night tour route was established, emphasizing experiential tourism and storytelling. Ultimately, the body of knowledge synthesized from this study culminated in the “PHIPUN Model” and the “P-IDE Model.” These models serve as driving mechanisms that leverage cultural heritage capital and foster collaboration between local communities and local government organizations (LGOs) to promote sustainable tourism in Phipun District.