รูปแบบการบริหารจัดการโรงแรมเพื่อรองรับการท่องเที่ยวเชิงพุทธและการพัฒนาการท่องเที่ยวอย่างยั่งยืนในจังหวัดชัยภูมิ

Sasitorn  Taenrin

Authors

Sasitorn Taenrin Chaiyaphum Rajabhat University, Chaiyaphum, Thailand

Abstract

This study aimed to 1) examine the potential and limitations of hotels in Chaiyaphum Province in accommodating Buddhist tourism, 2) analyze the influence of niche service design on Buddhist tourists’satisfaction, and 3) develop a hotel management model to support Buddhist tourism and sustainable tourism development. A mixed methods research design was employed. Quantitative data were collected from 400 Buddhist tourists staying in hotels in Chaiyaphum Province using a structured questionnaire and analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. In addition, qualitative data were gathered from 15 key informants, including hotel operators, temple representatives, and tourism-related agencies, through in-depth interviews and analyzed using content analysis. The findings revealed that hotels in Chaiyaphum Province possess a relatively high potential to support Buddhist tourism, particularly in terms of location, tranquil environment, and basic facilities. However, significant limitations were identified in the design of specialized services tailored to Buddhist tourists, especially the lack of systematically integrated spiritual service offerings. The structural model analysis indicated that niche service design, including meditation spaces, healthy or vegetarian food services, and integrated tourism packages combining relaxation with spiritual practices, had a statistically significant positive influence on tourists’ satisfaction. Based on the findings, a hotel management model for Buddhist tourism was developed, consisting of three key components: 1) spiritual-oriented service design tailored to specific tourist needs, 2) integration and collaboration among hotels, temples, and local communities, and 3) implementation based on sustainable tourism principles encompassing economic, social, and environmental dimensions. The proposed model provides both policy and practical implications for enhancing the capacity and competitiveness of Buddhist tourism at the local level.

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