Development of Cultural Tourism Management Model Based on Creative Economy in the Dvaravati four Provinces Toward ASEAN

Abstract

The main objective of this research was to study the management model of cultural tourism based on creative economy in the Dvaravati four provinces to receive the ASEAN Community.  Three sub-objectives were set to 1) study cultural tourism situation in the Dvaravati four provinces; 2) examine the management model of cultural tourism based on creative economy in the Dvaravati four provinces to receive the ASEAN Community, and; 3) find directions for cultural tourism management in the four provinces, namely, Kanchanaburi, NakhonPathom, Ratchburi, and SuphanBuri. A Research and Development (R&D) was used in this study. The sample, who were collected data with a questionnaire, were 400 tourists, and 20 relating people in the four provinces were given an in-depth interview. Moreover, data were collected from group meetings; twenty participants from each studied area included the representatives of people, government organisation, private organisation, and community leaders. The data were analysed by frequency, percentage, mean, standard deviation, and content analysis.

             The findings showed the situation of tourism in the Dvaravati four provinces were trends of increasing tourists. The tourists had the most cultural behaviour, namely, visiting the areas 2-3 times with 2-3 members of families or friends, and the purpose of their visiting was to travel during festivals of traditional fairs. The overall motivation of the tourists in cultural tourism in the Dvaravati four provinces was at the high level; when each aspect was considered, the findings showed the order of the motivation as the tourist attraction, public relations, facilities, and services, respectively.  For the cultural management model based on creative economy, the DVARATI model was presented: 1) D means development for sustainability, 2) V means variety of activities, 3) A means aim at standard, 4) R means relationship, 5) A means attendance, 6) V meansvision of entrepreneur, 7) A means awareness, 8) T means transparency, and 9) I means innovation. Last, the major directions for cultural tourism management based on creative economy in the four provinces were building cooperation with government sectors, private sectors, community and involved people in tourism development and administration management; increasing public relations and preparingthetravel calendar for both Thai and foreigner tourists; and having more connection of tourism with business alliances.