Development of a Community-Based Cultural Tourism Model Using the Heritage Handprint Approach in San Kamphaeng District, Chiang Mai Province : A Case Study of 10 Mhong Hlong Phaya community

Abstract

          This research aims to: 1) examine the tourism potential in the “10 Mhong Hlong Phaya” community area; 2) develop a Heritage Handprint cultural tourism model through community participation; and 3) disseminate the tourism model to the public. The study employed Participatory Action Research (PAR) using a qualitative research approach. Data were collected through Participatory Rural Appraisal (PRA), in-depth interviews, and A-I-C (Appreciation–Influence–Control) participatory workshops. The research focused on community tourism resources to facilitate the creation of community-based cultural tourism activities. The findings revealed that while some communities had already established cultural tourism activities, others had never organized such initiatives. Nevertheless, all ten communities demonstrate the potential to develop tourism activities. The A-I-C participatory workshops with key informants further indicated that all communities required support in knowledge development, budget allocation, and public transportation system management to accommodate tourists effectively. Based on these findings, the study developed a Heritage Handprint cultural tourism model that emphasizes the unique identity of each mhong, community participation, and the preservation of local wisdom.  The project also implemented pilot tourism activities in four communities, and produced promotional materials to raise public awareness and promote cultural tourism within the   “10 Mhong Hlong Phaya” area.