DEVELOPMENT OF NAWATWITHI COMMUNITY TOURISM ACTIVITIES TO ACCOMMODATE CHINESE TOURISTS AFTER THE OPENING OF THE THAI-CHINESE HIGH-SPEED RAILWAY IN THE CENTRAL REGION

Abstract

This article has the objectives to 1) analyze the potential of tourism activities in Nawatwithi communities to accommodate Chinese tourists after the opening of the Thai-Chinese high-speed railway; 2) develop a tourism activity model in Nawatwithi communities to accommodate Chinese tourists after the opening of the Thai-Chinese high-speed railway, and 3)assess the suitability of tourism activities in Nawatwithi communities to accommodate Chinese tourists after the opening of the Thai-Chinese high-speed railway. This research is a mixed-methods between qualitative research and participatory action research (PAR). The target sample is the leaders of Nawatwithi communities, members of the OTOP Nawatwithi career groups, local tourism entrepreneurs, representatives of relevant government agencies in the area, and experts/experts in tourism activity development who were selected by purposive sampling from the criteria of 47 primary stakeholders. The research instruments consisted of a tourism activity survey, a tourism activity analysis form, and a tourism activity potential assessment form. Data were analyzed by using content analysis and descriptive statistics analysis, including mean and standard deviation.

          The research results found that the development guidelines for tourism activities in Nawatwithi communities to accommodate Chinese tourists after the opening of the Thai-Chinese high-speed railway route were divided according to the identity and distinctiveness of each community to create more tourism promotion activities in various aspects as follow: 1) Ban Ton Pho Nawatwithi community develops 3 activities: Mon lifestyle sightseeing, Temples touring experience of faith , and Ton Pho good things showcase at 100-year-old Pho Market. 2) Ban Tai Wat Nawatwithi community develops 3 activities: upgrading the standard of homestay accommodation, organizing a fun riverside area, and Tai Wat lifestyle sightseeing and, 3) Phu Kae Nawatwithi community (Hua Pli Market) develops 2 activities: Hua Pli Market, Eat, Taste and Chill, and Hua Pli Market sightseeing in the evening. The community and tourists agreed that the developed tourism activities were appropriate in terms of conveying/preserving the community’s identity, newness of tourism activities, responsiveness to target groups, and duration of activities, all of which were at the highest level ( = 4.230).