CULTURAL TOURISM WITH THE PARTICIPATION OF COMMUNITIES AND THA SALA SUB DISTRICT MUNICIPALITY, CHIANG MA

Abstract

     The objectives of this research are as follows: 1) to study the potential of cultural tourism in Tha Sala Sub District communities; 2) to develop a tourism model, Tourism products, and services of cultural tourism that are appropriate to the context of Tha Sala Sub-District community and 3) to present guidelines development for cultural tourism for the participation of the community and Tha Sala Sub District Municipality. It is a mixed method of both quantitative and qualitative research. The research tool was used to assess the potential of cultural attractions of the Ministry of Tourism and Sports with a sample of 400 people and participation assessment form collecting data from stakeholders. Using a focus group meeting, in-depth interview and a forum for knowledge sharing among community representatives 25 people, Tha Sala Sub District Municipality Administrators 10 people, Community entrepreneur 10 people, Tour operator 10 people, Representative of the provincial cultural agency 4 people and Representative of the Provincial Tourism and Sports Office 2 people.

            The research result is summarized as follows: 1. The study of cultural tourism potential of Tha Sala sub-district communities found that Context of Tha Sala Community natural resources and culture. The community has a nationally outstanding cultural tourism resource and the assessment results of quality standards of cultural attractions of Tha Sala Sub District community was an average rating, passed at a good level (70.00 percent). 2. Tourism model development, Tourism products, and cultural tourism services that are appropriate for the community context of Tha Sala Sub-district. In summary, the good things of the Tha Sala community are categorized into 5 groups: 1) Arts and crafts wisdom. 2) Health wisdom 3) Wisdom of rituals, beliefs 4) Wisdom of music and dance and 5) Wisdom on local food and design of activities as pilot design for cultural tourism activities named “See & Visit @ Tha Sala Community, Chiang Mai” As a result from the pilot cultural tourism activities, the community has learned and used to proceed in organizing tourism activities that are suitable for the community context. 3. Development Guideline for cultural tourism by community participation found that the overall level of participation at a low level. Therefore, people in Tha Sala Sub District should develop to take the role in transferring knowledge and teaching tourists through cultural tourism activities of the community and should have the Tha Sala Sub District Municipality support for establishing tourism community groups or the establishment of a community enterprise to manage cultural tourism with the participation of the Tha Sala Sub District community and the management of cultural tourism in a concrete way.