Development of the Identity Model for Buddhist Tourism Festivals in Phitsanulok Province

Abstract

The purposes of this research article were 1) to study the potential, identity, and organization of Buddhist tourism festivals in Phitsanulok Province; 2) to develop the activity model, identity, and organization of Buddhist tourism festivals in Phitsanulok Province; and 3) to strengthen the network for Buddhist tourism festival identity in Phitsanulok Province. This was a mixed-methods research, namely quantitative and qualitative research. The population included 397,672 people from Mueang and Wang Thong Districts. The sample size was calculated using Yamane's formula, resulting in a total of 400 people. The sample size was purposively selected using a five-level rating scale questionnaire. The statistics used for data analysis were percentage, mean, and standard deviation. In-depth interviews with 24 purposively selected key informants and focus group discussions with 10 experts were conducted. The results of the research found that 1) the model identity community, namely the Thai Yuan Samo Khae community in Samo Khae Subdistrict, Mueang District, Phitsanulok Province, was most suitable as a model area. Overall, it was at a high level, showing that it was a community group with a strong local culture. The community came together to weave local fabrics that had their own unique characteristics and exquisite and intricate patterns. The community participated in designing activities that resulted in the promotion of unique culture and tourism in culturally valuable tourist destinations. The main activities that led to development were organizing forums between temples and communities, developing integrated activities, and creating awareness of tourism routes in the community through these activities; and 3) government and private sector organizations played a significant role in building awareness networks to inform local people about traditional festival activities. Creating acceptance and confidence in organizing festival activities allowed the public to recognize the importance of traditional activities and the identity of people in surrounding communities, which will lead to the development of a learning identity community.