GUIDELINES FOR THE PROMOTION OF BUDDHIST TOURISM AT WAT PHRA THAT DOI KHAM, ROM YEN SUBDISTRICT, CHIANG KHAM DISTRICT, PHAYAO PROVINCE

Abstract

This research aims to: 1. Study the current conditions and contextual information regarding the tourism management of Wat Phra That Doi Kham, 2. Assess the Buddhist tourism potential of Wat Phra That Doi Kham 3. Propose guidelines for the promotion of Buddhist tourism at Wat Phra That Doi Kham. This study employs a mixed-methods approach, integrating both quantitative and qualitative methodologies. The quantitative research utilized questionnaires administered to a sample of 50 individuals, including local residents, tourists, and meditation practitioners. The data were analyzed using basic statistical methods, including frequency, percentage, and standard deviation. The qualitative research involved interviewing 10 key informants related to tourism promotion. Data were analyzed using content analysis

 The research findings identified six key areas of tourism management at Wat Phra That Doi Kham: (1) Religious sites, these include the Phra That and Phra Chao Tan Jai, and other religious structures. (2) Learning resources, these include murals that reflect historical education. (3) Temple management, the abbot is the chairman according to the six missions of the Sangha. (4) Facilities, these include directional signs, restrooms, parking areas, and relaxation corners. (5) Community participation, there is joint planning and organization of activities. (6) Traditional activities include the ritual bathing of the stupa (Song Nam Phra That), the Tak Bat Theworohana alms-giving ceremony, and the Kin Aoo Phaya tradition. 2) The overall Buddhist tourism potential of Wat Phra That Doi Kham was a high level. Potential was ranked, from highest to lowest, based on Attractions, Accessibility, and Facilities. 3) Guidelines for promoting tourism, integrating Buddhist principles, include the following: (1) Public relations and creating attractions through the Four Power (Pāla 4) and the Seven Supportive Conditions (Sappāya7) to develop accessible media and create an environment conducive to learning and Dhamma practice. (2) Developing the potential for access to tourist attractions with Two Forms of Hospitality (Paṭisanthāra 2) to ensure convenient and safe travel. (3) Improving facilities and environment with the Seven Supportive Conditions (Sappāya 7) alongside the Four Powers (Pāla 4) to enhance service efficiency and (4) Creating new activities and community cooperation with the Six Conditions for Endearing Qualities (Sāraṇīyadhamma 6) and Four Powers (Pāla 4) to strengthen relationships and ensure sustainability.