Guidelines for Promoting Cultural Identity to Promote Cultural Tourism in Pak Nam Pho District, Nakhon Sawan Province

Abstract

The objectives of this research article were 1) to study tourists' interest in cultural tourism products and services in Pak Nam Pho, Nakhon Sawan Province; and 2) to explore guidelines for applying cultural identity to the development of cultural tourism products and services in Pak Nam Pho through tourists' behavior and perspectives. This was the quantitative research. The sample consisted of 385 tourists in Pak Nam Pho city, Nakhon Sawan province, using accidental sampling. The research instrument was a five-point rating scale questionnaire with a validity between 0.80 and 1.00 and a reliability of .970. Data analysis included mean, standard deviations, and content analysis. The research results found that 1) most tourists had visited Pak Nam Pho, Nakhon Sawan Province, on a day trip, spending less than 5,000 baht per trip on goods and services; 2) tourists were most interested in cultural tourism products and services, namely Chinese New Year traditions, followed by delicious local food, tourist attractions, check-in points, temples, shrines, souvenirs, and local woven fabrics, respectively; 3) tourists expressed their opinions on developing cultural tourism products and services, including developing activities at traditional events that created experiences for tourists, providing convenient parking, developing landscapes and the environment, including standardized service points at tourist attractions and check-in points, promoting tourist routes, and developing souvenir products that represented the identity of Pak Nam Pho or Nakhon Sawan.