A Guideline for Developing the Creative Tourism to Increase the Value on the Routes Connecting between Major Cities and Less Visited Areas in the Upper Northern Part of Thailand for the Lover Market A Case Study of Value Adding from the Legend of “Pha Wing Chu” from Lampang, Nan and Chiang Mai Provinces

Abstract

The lover market tourist is one of the tourist groups with potential and quality for Thailand’s tourism. This group of tourists mainly prefers natural attractions and local experiences as creative tourism. Therefore, the adoption of the “Pha Wing Chu” legend, particularly related to a love issue that draws attention from lovers to link it to creative tourism based upon the legend existing in Lampang, Nan, and Chiang Mai Provinces, can possibly add to the values and connect between major cities and less visited areas in the upper northern part of Thailand. In this research, both qualitative and quantitative data were accordingly collected. In this quantitative study, a sample group of 400 people was randomly selected using Taro Yamane's statistics with a 95% confidence level to collect surveys from a target group of tourists through multi-stage cluster sampling. The surveys aimed to explore the behaviors of tourist couples for creative tourism. Additionally, qualitative methods were employed using semi-structured In-depth interviews within five population groups segmented into cultural heritage and tourism sectors: government officials, local community elders, community leaders, tour companies, and other tourism businesses in the provinces of Lampang, Nan, and Chiang Mai. Data analysis was conducted by gathering information from relevant literature reviews, field visits, interviews with stakeholders, and surveys of the needs of tourist couples. This information was then used to propose creative tourism management strategies that follow the literary trails of romantic couples. The research found that the theme or motifs of “Pha Wing Chu” were associated with unfulfilled love due to a difference in social status between two lovers, eventually ending with a tragedy. In respect of creative folklore, the legend can be further linked to tourism contexts through its adaptation to meet the needs of the target groups or the lovers who demand cultural and creative tourism. Regarding all the responses given by lover tourists on the questionnaire, the majority of them in need of creative tourism together with their lovers reached the maximum average. The researcher accordingly designed all four routes of creative tourism by creating a co-experience between the communities and the tourists with the aim of conveying the meanings of this legend to people both inside and outside of those areas so as to communicate about and exchange creative tourism experience through the legend in a sustainable way.