PRACTICAL TOURISM : GUIDELINES FOR DEVELOPING AND PROMOTING CREATIVE BUDDHIST ACADEMIC VALUE OF THE MONASTIC UNIVERSITY.

Abstract

          In this study, Dhamma practice tourism refers to the integration of Buddhist meditation practices with physical and mental relaxation through café-style services, offering Dhamma talks, meditation sessions, beverages, and souvenirs within the Buddhist university campus. The objectives were to: (1) explore approaches to enhance creative Buddhist academic value in tourism, (2) develop such value under the concept of Dhamma practice tourism, and (3) promote Dhamma-based tourism as an academic service within the university area. This action research involved 18 key informants—faculty members, scholars, tourism experts, and Vipassana teachers. Tools included focus group discussion records and field observation forms, analyzed using descriptive content analysis. Findings identified three stages: defining characteristics of creative Buddhist academic work, analyzing and strategizing enhancement methods, and designing tourism promotion guidelines as academic services. Process-based development focused on marketing strategies, product development, market expansion, and new business creation, resulting in academic products and improved campus landscape. In the first action cycle, service providers noted smoother event management, while visitors favored Dhamma talks and group travel. In the second cycle, some disruptions occurred due to weather, yet tourists remained engaged, often sharing experiences on social media.