CREATING VALUE AND ADDING VALUE OF COMMUNITY-BASED TOURISM TO BECOMING A WELLNESS TOURISM COMMUNITY WITH OUTSTANDING RESOURCES IN KHOK KHAM SUBDISTRICT, MUANG DISTRICT, SAMUT SAKHON PROVINCE

Abstract

          This research aimed to: (1) examine the distinctive characteristics and analyze
the potential of tourism resources, classify tourism attractions based on their unique resources, and (2) propose guidelines for value creation and value enhancement of community-based tourism toward becoming a wellness tourism community, utilizing
the distinctive resources of Khok Kham Subdistrict, Mueang District, Samut Sakhon Province. This study employed a mixed methods approach, collecting data from 69 key informants and 500 Thai and international tourists. The research instruments included structured interviews, evaluation forms, and participatory workshops. The findings revealed that
the tourism resources of Khok Kham Subdistrict are particularly distinguished by natural resources and nature-based ways of life, reflecting valuable local culture. The potential analysis indicated that the overall tourism attractions were at a high level, including
Wat Khok Kham, Wat Sopharam (Wat Ban Khom), and Naklua School. The classification of tourism attractions was divided into four categories: natural attractions, way-of-life attractions, religious and cultural attractions, and augmented attractions. Furthermore,
the guidelines for value creation and value enhancement emphasize the integration of all four types of attractions into a continuous wellness experience route, ranging from physical restoration and learning local ways of life to mental and spiritual development.
This integration is facilitated through health-oriented activities, products, and services, aiming to create holistic value and enhance tourism value toward sustainable community development.