Guidelines for Sustainable Cultural Tourism Promotion of the Secondary Cities: A Case Study of Phrae Province

Abstract

           The objective of this research was to propose the guidelines and model for promoting sustainable cultural tourism in Phrae province. This research used qualitative research methods. Key informant groups: Group 1 consisted of officials the Governor or Deputy Governor of Phrae Province, Director of Phrae Provincial Tourism Office, Tourism and Sports Director, Cultural Director, Community Development Director, Local Administrative Director, Special Area Office (DASTA 6) Manager, and Local Government Organization Administrators. Group 2: 40 participants consisted of the private sector 5 representatives from Phrae Chamber of Commerce, Phrae Tourism Industry Council, Phrae Hotel and Tourism Association, Hotel, tour, and restaurant operators, Local radio/TV media representatives, Phrae Community Tourism Network President, Community leaders in tourism areas, Residents in tourism areas, Academics from Uttaradit Rajabhat University, Phrae Campus. The focus group discussions were divided into 4 sessions of 10 people each. The research instruments were interview forms and focus group discussion records. Data collection was conducted through in-depth interviews and focus group. Data analysis used content analysis.

           The results revealed that promoting sustainable cultural tourism in Phrae province focused on the conservation and dissemination of local cultural heritage along with community economic development, important places, local traditions and activities, local food, historical storytelling from ancient Lanna, the use of digital media in tourism marketing, and training personnel in the industry to enhance service quality and local community participation as the heart of sustainable cultural tourism.