MODEL OF CULTURAL TOURISM MANAGEMENT OF WAT THA IT, PHO THONG DISTRICT, ANG THONG PROVINCE

Abstract

Objectives of this research article were: 1. to study the level of cultural tourism resource management, 2. to study the factors affecting the cultural tourism management, 3. to present the model of cultural tourism management of Wat Tha It, Pho Thong District, Ang Thong Province. A mixed methods research approach was conducted. The quantitative research collected data from 367 samples, analyzed using descriptive statistics. The qualitative research involved document analysis, a study of relevant concepts, theories, and related research, along with in-depth interviewing 10 key informants.

The findings revealed that: the overall management of cultural tourism sites was at a high level in every aspect, indicating effective practices across the board. The factors influencing management were identified as personnel management, budget management, materials and equipment management, and general management. All of which had a statistically significant effect at the .01 level. Together, these four factors could predict management outcomes by 54.3 percent, thereby accepting the proposed hypothesis. Furthermore, the application of the Four Sappaya Principles was also found to significantly affected management in all four aspects at the 0.01 level, with the combined factors predicting management outcomes by 63.2 percent, thus accepting the hypothesis. These results highlighted the essential role of Buddhist principles in strengthening systematic and sustainable management. Finally, the research proposed three models of cultural tourism site management: resource management, management based on the Four Sappaya Principles, and an integrated cultural tourism management model.