DEVELOPMENT GUIDELINE FOR TOURISM POTENTIAL OF INTANGIBLE CULTURAL HERITAGE BASED ON STORIES AND MYTHS SUPPORTING EXPERIENTIAL TOURISM IN LANSAKA DISTRICT, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research were 1) to assess tourism potential of Intangible cultural heritage based on stories and myths supporting experiential tourism in Lanska District, Nakhon Si Thammarat Province and 2) to study the development guideline of tourism potential of Intangible cultural heritage based on stories and myths supporting experiential tourism. The methodology was mixed method. The tool of quantitative research was a potential assessment form collected random sample by purposive selection from representatives of government sector, private sector and academician were 9 samples. The quantitative data was analyzed by mean and standard deviation. The tool of qualitative research was focus group discussion collected random sample by purposive selection from representatives of local administrative organizations, government sectors, private sectors and academician were 15 samples. The quantitative data was analyzed by mean and standard deviation and the qualitative data was analyzed by content analysis and conclusion. The study found that the overall potential was at a low level ( = 2.56). The highest mean was stories and myths ( = 3.16), followed by places ( = 3.05), interpreters or sages
( = 2.54), activities ( = 2.15), and services and facilities ( = 2.19), respectively. The guidelines for potential development to support experiential tourism are the stories should be varied on attractive points and linked the various stories; the location should be improved the landscape to create an atmosphere and linked with other places; the activities should have various choices for different target tourists and invite tour operators to try activities; the local interpreters and sages should be elder persons and youth should encouraged making clip of recommendations via social media; and services and facilities should be taken various advantage in tourist centers such as waiting area for interpreters, folk playing area, product distribution shelf, ect., rotate the tourism volunteers and create unique experiential service.