TOURISM MANAGEMENT ON BUDDHIST AND CULTURE IN MAHASARAKHAM PROVINCES

Abstract

           The aims of this research were: to study the state of the Buddhist and cultural tourism management in Mahasarakham province; to study the factors affecting the aforesaid tourism management; to analyze the strategies for the Buddhist and cultural management in Mahasarakham province. This study was carried out by using the qualitative research methodology and the data were collected through reviewing the relevant document and fieldwork research including survey and interviews. The data obtained were analyzed and synthesized before being presented based on the descriptive analysis in accordance with the inductive principles.

          The research results were as follows:

          1. Based on the study of the state of the Buddhist and cultural tourism management Mahasarakham province, it was found that the types of the Buddhist and cultural tourism management can be classified into 3 categories: 1) tangible and quality management as found in 1) Phra That Nadun temple; 2) tangible management with a lack of development, as found in 1) Phutthamongkol temple and 2) Phutthapradit temple; 3) tangible management, but lacked of promotion as seen in the cases of 1) Chaimongkol temple and 2) Mahachai temple. However, the Buddhist and cultural tourism management have employed the following administrative principles: 1) planning and meeting; 2) implementation; 3) evaluation; 4) improvement, to find the ways to develop the temples as the sustainable Buddhist and cultural tourist sites.

          2. Based on the study of the factors influencing the Buddhist and cultural tourism management in Mahasarakham province, it was found that the internal factors are: 1) attractiveness as the temples are the sacred Buddhist sites which Buddhists give their faith in and high respects to; 2) facilities such as restrooms for the disabled, restaurants, information centers, parking spaces are available to the visitors; 3) access to tourist sites, there are good conditioned roads to the sites with convenience and safety; 4) security, there are security measures to protect tourists' property; 5) tourism marketing, a variety of information is available on websites such as Google and Facebook. For the external factors, the collaboration of many organizations such as Tourism and culture of Mahasarakham province, local administration organization, district hospitals, companies, shops, merchants, citizens and Sangha administrators have been made to create the identity of the tourist attractions in Mahasarakham province.

          3. Based on the analysis of the strategies for Buddhist and cultural tourism management in Mahasarakham province, it was found that the strategy contains 4 main aspects with 8 sub-strategies: Strategy 1, space-based management of the resources with the following sub-strategies: 1.1) construction of a museum building as a learning center for history, religion, society and local heritage, 1.2) environmental development as a natural tourist attraction; Strategy 2: promotion of community products with the following sub-strategies: 2.1) managing OTOP products shops and creating a unique identity for local products, 2.2) marketing planning, developing local products, creating modern packaging and a network; Strategy 3: integrative management with the following sub-strategies: 3.1) establishing provincial Dhamma practice centers with cultural conservation such as Heet 12 Klong 14, 3.2) personnel development with excellences in service and communication, Strategy 4: participatory promotion with the following sub-strategies: 4.1) creating participatory networks of both public and private sectors, 1.2) creating the administration with good governance in terms of budget, personnel, etc. for further sustainable tourism development.