IDENTITY AND CULTURAL TOURISM BUSINESS MODEL FOR PILGRIMAGE ROUTES CULTURAL IN UBON RATCHATHANI PROVINCE: A CASE OF TOUR BUSINESS

Abstract

The purposes of this research were 1) to study the Cultural Tourism Business model for cultural pilgrimage routes in Ubon Ratchathani province 2) to study the business Model of the Cultural Tourism Business for cultural pilgrimage routes in Ubon Ratchathani Province. This research procedure consisted of 2 steps: including 1) study the elements of identity and Cultural Tourism Business model for cultural pilgrimage routes by having in-depth interview. By Purposive Sampling method. 2) collect data using a questionnaire. Samples were 384 people gained by Multi Stage Sampling method. Statistics used were percentage, and standard deviation. The research found that there were 9 elements of the Cultural Tourism Business model for cultural pilgrimage routes. The overall opinion on 9 factors of the Cultural Tourism Business model for cultural pilgrimage routes were in “High” level. There were 3 factors of the Cultural Tourism Business model for cultural pilgrimage routes in Ubon Ratchathani province as follows; Officer, travel agencies and travel programs of interest were at a high level. Keywords: Tourism Identity, Cultural Pilgrimage Routes.