CULTURAL COMMUNITY TOURISM MANAGEMENT STRATEGIES BASED ON THE CULTURAL CAPITAL OF THE THAIBERNG KHOKSALUNG HOMESTAY GROUP, PHATANANIKOM DISTRICT, LOPBURI PROVINCE
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Abstract
This research aims to study the potential and propose community-based cultural tourism management strategies based on the cultural capital of the Thai Berng Khok Salung Homestay Group, Phatthana Nikhom district, LopBuri province. It is a participatory action research focusing on learning and development together in 5 components: observation, reflection, planning, implementing, and exchange of learning. The 19 participants who are stakeholders comprise the following people: (1) 10 members of Thai Berng Khok Salung Homestay Group and involving people; (2) 7 policy supporters from the state and private sectors; and (3) 2 experts on tourism and marketing. Involving 19 participants was conducted to share the analysis of business canvas model, internal and external factors, strength and business opportunities, and then to propose the community-based cultural tourism management strategies. Research data were analyzed by content analysis.
The main findings are as follows: (1) the Thai Berng Khok Salung Homestay Group has the potential to manage community-based cultural tourism based on its own cultural capital; and from analysis results of the internal and external factors, it is found that the community has business opportunities and strength; therefore, the group decides to extend the communitybased cultural tourism based on Thai Berng’s own cultural capital; (2) it is possible to purpose 4 main strategies for community-based cultural tourism management based on the cultural capital of the Thai Berng Khok Salung Homestay Group as follows: (2.1) the SO strategy, which is “the conservation of natural environment and indigenous cultural way of life of the Thai Berng Khok Salung Homestay Group”; (2.2) the WO strategy, which is “the development of the standards of Thai Berng Khok Salung Homestay Group”; (2.3) the ST strategy, which is “the experiencing of Thai Berng home stay culture at Ban Khok Salung”; and (2.4) the WT strategy, which is “the development of Thai Berng Khok Salung Homestay Group Management System”.
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