SUSTAINABLE CULTURAL TOURISM DEVELOPMENT IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

This article aims to 1) To study the potential of cultural tourism attractions. 2) To analyze the management of tourism in Phra Nakhon Si Ayutthaya Province. and 3) To propose guidelines for sustainable tourism development using local participation in Phra Nakhon Si Ayutthaya Province. Using qualitative research methods, The sample group consisted of 25 local stakeholders, including government agencies, tourism entrepreneurs, and community leaders, who were purposively selected. Data were collected using in-depth interviews and analyzed using content analysis and SWOT Analysis.

The research findings reveal that: 1) the potential of cultural tourism attractions includes historical sites such as Wat Phra Si Sanphet, Wat Mahathat, Wat Chaiwatthanaram, the Chao Sam Phraya National Museum, as well as local ways of life, such as the Ayothaya Floating Market, Ban Pom Phet community, and traditional Thai cultural festivals; 2) from the SWOT analysis, key issues include uneven tourism management, lack of integration among responsible agencies, overcrowding that affects the environment and local communities, limitations in marketing and technological support, and inadequate infrastructure and visitor services in some areas; and 3) the proposed guidelines for sustainable tourism development are: (1) prioritizing conservation and preservation, (2) promoting local community participation, (3) developing digital marketing and communication systems, (4) creating tourism routes focused on learning and experiencing local life, culture, and wisdom, (5) improving infrastructure and amenities, (6) managing tourist numbers and sustainability, and (7) building collaborative networks among government, private, and community sectors.