A DEVELOPMENT OF CREATIVE TOURISM MANAGEMENT BASED ON CULTURAL CAPITAL TO COMMUNITY ECONOMY OF BAN THA KHAM HOMESTAY NETWORK, THA KHAM SUB-DISTRICT, KHAI BANG RACHAN DISTRICT, SINGBURI PROVINCE
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Abstract
This research aimed to 1) study potential of creative tourism management based on the cultural capital of Ban Tha Kham homestay network, 2) study the behavior and satisfaction of tourists towards creative tourism management based on the cultural capital and 3) develop creative tourism management based on the cultural capital to community economy of Ban Tha Kham homestay network, Tha Kham Sub-district, Khai Bang Rachan District, Sing Buri Province. The research was conducted in in 3 continuous steps: 1) studying potential of creative tourism management based on the cultural capital by using use field survey research, then collected data by conducting in-depth interviews combined with questioning, observation and focus group interview, after that, data were analyzed by content analysis, 2) studying the behavior and satisfaction of tourists towards the creative tourism management which used questionnaires from 140 Thai tourists who visited, selected through accidental sampling, then data were analyzed by the arithmetic mean and standard deviation, and 3) developing creative tourism management with a participatory action research focusing on learning and development. The data was from 3 groups of stakeholders with a total of 25 key informants. The data derived from the focus group discussion to co-analyze business model, internal and external factors, strength and business opportunities, and proposing tourism management strategies. Data analyzed by content analysis.
The important findings were 1) Ban Tha Kham homestay network had the potential to manage creative tourism based on cultural capital to the overall community economy, which could create a business plan that would help to increase competitiveness in the future, 2) tourists who travelled in Sing Buri Province had the main purpose of staying in homestays for seminars, studying, visiting or traveling in groups and their overall satisfaction were at a high level, and 3) Ban Tha Kham homestay network had business opportunities and strength in tourism management based on the cultural capital to community economy and be able to purpose 4 strategies for developed creative tourism management to the community economy based on the cultural capital of Ban Tha Kham homestay network which were (1) SO strategy: “Developing the identity of the Ban Tha Kham homestay", (2) WO strategy: “Developing the Ban Tha Kham homestay to meet standards”, (3) ST strategy: “Creating a different Ban Tha Kham homestay”. and (4) WT strategy: “Participatory management of the Ban Tha Kham homestay network”, moreover, there was a high level of overall satisfaction towards the trial arrangement of creative tourism management to the community economy based on the cultural capital of Ban Tha Kham Homestay network.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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