Promotion of tourism during flood crisis: a case study of Baan Kong community in Kongkrailat district, Sukhothai province

Abstract

Tourism is an industry that generates significant income for Thailand due to the diversity of  natural and cultural resources, aligning with the prevailing global trends where the travelers increasingly prioritize experiential tourism. Notably, tourists seek immersive encounters with the locals’ lifestyles, culture and traditions. Kong Krailat district in Sukhothai province is a community that endures the annual flood season. The community has derived a unique culture, tradition and way of life related to the flood season. This article aims to explore and study the local community’s assets in Kong Krailat district, encompassing its physical geography, economy, society, development plans, and the community’s perception regarding the cultural tourism development. Additionally, this study aims to assess the potential of the community for cultural tourism during theflood season. Therefore, guidelines for tourism development during the flood season for community were proposed. For data collection, 15 purposive samples were interviewed consisting of local philosophers, seniors,community leaders, entrepreneurs and representatives of Koh Kong villager. In addition, 94 samples of people in Ban Kong moo 9 and moo 10 were surveyed. As a result, ensuring safety for tourists during flood season is suggested by establishing points for rescuers or first aid units. Moreover, plans include promoting homestays and suggesting tourist routes within the community.