Cultural Tourism Development Strategies of Phra Nakhon Si Ayutthaya Province

Abstract

Background and Aims: Phra Nakhon Si Ayutthaya Province has been a UNESCO World Heritage Site since 1991. It boasts a history of over 417 years, distinguished by its ancient ruins, temples, and a blend of architectural styles influenced by various cultures. Currently, it is a renowned cultural tourism destination. Tourism development must focus on conserving cultural and environmental value alongside creating high-quality tourism experiences that meet the needs of modern tourists. This also involves building a cooperation network among the government, private sector, local communities, and international organizations. Therefore, this research aims to achieve the following objectives: (1) To study the state of cultural tourism management in Phra Nakhon Si Ayutthaya Province. (2) To study the factors affecting cultural tourism management in Phra Nakhon Si Ayutthaya Province. (3) To study the strategies for cultural tourism development in Phra Nakhon Si Ayutthaya Province.

Methodology: This research is a qualitative study using individual in-depth interviews and a semi-structured interview guide to analyze problems and obstacles. The defined topics were presented during the interview with 20 stakeholders involved in cultural tourism management in Phra Nakhon Si Ayutthaya Province. The condition of tourism management was analyzed using SWOT Analysis. Strategies for tourism management were created using the TOWS Matrix technique, and the qualitative data were analyzed using content analysis.

Results: The findings indicate that the cultural tourism development of Phra Nakhon Si Ayutthaya Province focuses on utilizing its World Heritage Site and local way of life as key attractions, blending historical heritage conservation with technology and hands-on activities to create memorable experiences, while also upgrading infrastructure and services to international standards. The ultimate goal is sustainable cultural tourism development. The core development strategy follows the PDCA management cycle: Planning based on cultural capital; Implementation emphasizing community participation and technology; Checking with clear sustainability indicators; and Acting for innovation and scaling up. The overall approach integrates Ayutthaya's cultural capital with digital technology and modern media to attract visitors, promote community collaboration, and achieve simultaneous economic and environmental sustainability.

Conclusion: Phra Nakhon Si Ayutthaya Province has the opportunity to develop sustainable cultural tourism by capitalizing on the international tourist demand trend that focuses on 'meaningful experiences' and participation in the local community's way of life (such as cooking, handicrafts, and traditional attire). This is consistent with the idea that modern cultural tourism is driven by the desire for access and participation, rather than superficial consumption.