THE STRATEGIES FOR PARTICIPARTORY DEVELOPMENT OF CULTURAL TOURISM AT WAT CHAIYOWORAWIHAN, CHAIYO DISTRICT, ANG-THONG PROVINCE

Abstract

          The purposes of the current research study were to 1) study the developmental strategies of cultural tourism at Wat Chaiyoworawihan 2) investigate the behaviors, opinions, and satisfactions of the tourists, who visited Wat Chaiyoworawihan and 3) analyze the strategies for participatory development of culture tourism at Wat Chaiyoworawihan. A mixed-method approach, including quantitative and qualitative research techniques, was employed. Questionnaires were used for the quantitative data interviewing 400-tourist samples. The data were analyzed using frequency, percentage, and average. The in-depth interviews, focus-group discussion, SWOT analysis, TOWS matrix, lesson distilled, and content analysis were employed for the qualitative data interviewing 15 informants who involved with tourism development. The sample was the selective target in accordance with the research study’s purposes. The findings were as follows:
          1. Wat Chaiyoworawihan is a cultural attraction with a rich history. Phra Maha Buddha Pim is one of the popular sacred Buddha images among spiritual tourists. There were promotional tourism events, namely, Pad Thai Local Food Festival and Wai Phra Somdej Wat Ketchaiyo. Bang Chao Cha bamboo weaving is the unique local wisdom. Wat Chaiyoworawihan is also close to Bangkok and easily visited. There are also tourist routes that can be linked to nearby attractions.
          2. Most of the tourists obtained tourist information from their relatives or friends. They preferred to visit the temple on weekend aiming to pay respect to Buddha and make merit. The most impressive place for the tourists was Somdet Phra Buddhacarya statue. The opinions and satisfaction of the tourists towards tourism management were at a high level. The problems encountered by the tourists were that there were a few shops and a small number of service staff did not meet the tourists’ demand.
          3. The vision of the developmental strategies of tourism is excellence in aspect of cultural tourism through 5 missions consisting of 5 strategies, 1) developing and promoting cultural tourism 2) empowering the economic strength within the local community 3) promoting the excellent services and information of tourism. 4) encouraging the participation of local community in the aspect of tourism development and 5) tourism management. The result of evaluating strategies by experts showed that the created strategies was appropriate.