CREATIVE TOURISM DEVELOPMENT ON THE BASIS OF SUFFICIENCY ECONOMY IN VILLAGE NO.4, BAN PHON SUNG, MUEN WAI SUB-DISTRICT, MUENG NAKHON RATCHASIMA DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

This research aimed to study the potential of creative tourism development and creative tourism development plan on the basis of sufficiency economy in Village No. 4, Ban Phon Sung, Muen Wai Sub-district, Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province. This study was a qualitative research in the form of  Participatory Action Research (PAR) with 40 key informants belong to the public sector, private sector, people and tourists by using in-depth interview, participatory observation and focus group to analyze SWOT Analysis & TOWS Matrix. 

            The results found that: 1) The potential of creative tourism development on the basis of sufficiency economy in Ban Phon Sung was a diverse agricultural resource. It was an OTOP Nawatwithi Community and had been developed into a sufficiency economy village. The people in the community had cooperated in tourism management and created activities for the tourist experiences and satisfaction: and  2) A creative tourism development plan on the basis of sufficiency economy resulted in the community development into a four-brand tourist destination with visions, strategies, tactics and projects of each brand including creative tourism brand, economic tourism brand, community tourism brand, and cultural tourism and mental development brand.