RETAIL SHOPS AND TOURIST ATTRACTIONS: A CASE STUDY OF WIHAN PHRA MONGKHON BOPHIT, PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

        Cultural tourism is one of the forms of tourism that plays a significant role in the economic and social development of countries, particularly in the context of Thailand, which possesses diverse and valuable cultural and historical resources. Phra Nakhon Si Ayutthaya Province, as a World Heritage city, has continuously attracted both Thai and international tourists due to its archaeological sites, religious sites, and cultural landscapes that reflect the prosperity of its past. Tourism at cultural heritage sites is not limited to visiting the sites themselves but also involves various “environmental elements” that contribute to and enhance tourists’ experiences. One of these important elements is “retail shops,” which serve as an intermediary connecting tourists with the way of life of local communities through the sale of products, food, and souvenirs that reflect local identity.
            This article therefore focuses on analyzing the role of retail shops within the context of cultural tourism destinations, using Wihan Phra Mongkhon Bophit as a case study. The analysis is based on a synthesis of five major theoretical frameworks: the experience economy concept, the concept of symbolic consumption, the concept of authenticity, the concept of the commodification of culture, and the concept of carrying capacity. These frameworks are employed to develop an understanding of the relationship between commercial activities and tourism experiences, as well as to propose approaches to the management of retail shops that achieve a balance between economic development and the conservation of cultural values, thereby contributing to sustainable tourism in the long term.