PROMOTION OF TOURISM IN THE OLD TOWN OF WUTAI ACCORDING TO THE BUDDHIST WAY OF THE ORGANIZATION ADMINISTRATION OF UTHAI KAO SUBDISTRICT IN NONG CHANG DISTRICT, UTHAI THANI PROVINCE

Abstract

Objectives of this research article were: 1. To examine the level of tourism promotion, 2. To explore the relationship between the principles of Sappayadhamma and tourism promotion, and 3. To propose guidelines for promoting Buddhist-oriented tourism in the Old Uthai City area, under the administration of Uthai Kao Sub-District Administrative Organization, Nong Chang District, Uthai Thani Province, conducted by the mixed research methods. The quantitative research used questionnaires to collect data from 345 samples. The qualitative research collect data by in-depth interviewing 10 key informants, including monks and local stakeholders.

The findings revealed that: 1. The level of tourism promotion, by overall, was at high level. Among each aspects, tourist attractions ranked highest, followed by activities and facilities. General tourism management covered attractions, activities, accessibility, amenities, and accommodation. 2. The relationship between Sappayadhamma and tourism promotion showed a moderate positive correlation, by overall (R=.628**). When examined by dimension, the highest correlation was with human potential, followed by spatial potential, participation, and management, respectively. 3. The proposed guidelines for tourism promotion included ensuring suitable, safe, and pleasant learning-oriented sites; organizing tourism promotion activities; developing and supporting local personnel with a strong sense of responsibility; preserving and promoting local lifestyles and cultural food traditions; emphasizing organic agriculture; encouraging health-promoting activities; protecting the environment; promoting sustainable livelihoods; and fostering community participation.