The Involvement of Community in the Development of Cultural Heritage Tourism Route Through the Phra Bot Legendary Narrative of the Lanna Cultural, Lampang Province.

Abstract

          The objectives of this research were: 1) to analyze the situation of cultural tourism in Ban Sak Community and Ban Thung Man Nuea Community, 2) to determine the potential of community resources in promoting cultural tourism, 3) to examine community participation in developing cultural tourism routes, and 4) to test cultural tourism routes and connect surrounding areas through the local legends related to Phra Bot, and to evaluate stakeholder satisfaction regarding the development of cultural tourism routes in Mueang Lampang District, Lampang Province. This is a participatory action research study that collected both quantitative and qualitative data. The quantitative data were obtained from 384 participants, while the qualitative data were gathered from 28 stakeholders in the area through in-depth interviews, panel discussions, and focus group meetings. Additional methods included satisfaction assessment questionnaires and pilot testing of cultural tourism routes.

          The analysis of the cultural tourism situation in the two areas Ban Thung Man Nuea and Ban Sak revealed relatively high potential due to existing cultural capital, including Phra Bot paintings, local legends, traditional handicrafts, local cuisine, ways of life, community networks, and local resources. The overall assessment of community potential was at a high level, ranked from highest to lowest as follows: (1) community participation, (2) services and facilities, (3) infrastructure, (4) tourism routes, and (5) tourism resources. Regarding community participation in developing cultural tourism routes, stakeholders collaborated through joint discussions, planning, implementation, and collective action. Together, they proposed and designed a One Day Trip cultural tourism route that connects cultural learning sites and community-based activities. The evaluation of stakeholder satisfaction was at a high level. The development approach for cultural tourism emphasized the use of cultural storytelling, particularly the narrative of Phra Bot paintings, as a mechanism to connect resources, community identity, and participation. The research findings provide guidelines for developing cultural tourism by using cultural narratives as a foundation for sustainable tourism development.