The Sufficiency Economy-Based Tourism Model of the Upper Wang River Area

Abstract

The research on The Sufficiency Economy-Based Tourism Model of the Upper Wang River area. The objective is to create a tourism model in the sufficiency economy in the peasant society, determine the marketing guidelines for the tourism business in sufficiency economy in the peasant society. and for the conservation of sustainable tourism resources. This research is Qualitative Research which the research area is in the upper Mae Wang River Basin, which consists of 4 villages as follows: Ban Pong Samit, Ban Huay E-Khang, Ban Huay Thong, and Ban Khun Wang. The research sample consisted of at least 10 key informants per village, selected from community representatives, community leaders, community committees and/or seniors who have lived in the community for not less than 10 years. And stakeholder’s government and private sector at least 10 people selected from agencies related to tourism in the sufficiency economy of the target area. Methods of conducting research by using a research study to create a tourism package in the sufficiency economy in accordance with the social landscape by focusing on the villager’s visitors or tourists appreciate the history, culture, and conservation of natural resources. A contemporary development model that is suitable for the present. The results showed that the area has the potential for cultural agro-tourism and eco-cultural tourism can create a lifestyle-based tourism package, such as tourism in vegetable gardens, valley rice fields, flower planting, cultural tour of the weir mining system, tourism to see the Wild Himalayan Cherry fields, strawberry and coffee plantations, trail running tours in the valley, homestay activities including the distribution of local produce. The marketing system is managed both in the form of direct sales and sold through local dealers by emphasizing the identity of the tourism product. Having a sales system in both online (Online) and offline (Offline) formats in order for the target market to reach as many travel products as possible. Sustainable Tourism Resource Conservation Model of the Upper Mae Wang River Area should contain conservation of natural resources, preserving lifestyles, traditions, culture, and wisdom and applying the philosophy of sufficiency economy to conserve tourism resources. The benefits generated by tourism must be harmonized economically, socially, and environmentally for sustainability in the future. Such research is only upstream research, which is the creation of products or forms of tourism. This is the starting point for expanding local resources and promoting marketing. The suggestion is to expand the research area in the Upper Mae Wang River Area to conserve natural resources, culture and environment including improving the quality of life of the peasant society and better agriculture through tourism activities in sufficiency economy.