Main Article Content
This qualitative research aims to study cultural management to support local experiences of second-tier provinces under The LINK Project of Tourism Authority of Thailand (TAT). Focus groups and in-depth interviews were applied to gain data from leaders of local communities, local scholars, villagers, entrepreneurs, administrators in relation to cultural management of 10 provinces. The results revealed that 1) cultural managers are multidisciplinary profession groups in the communities, local entrepreneurs and local people and outsider entrepreneurs; 2) Local experience activities include walking around, overnight in homestay, making handicrafts, cooking local food and dessert and visiting historical places; 3) Cultural knowledge are collected through inheritance within family, learning from generation to generation, observation and self-study; 4) Tangible cultures are transferred through lectures, demonstration, workshops, tasting food and self-study; 5) Intangible cultures are transferred through storytelling of beliefs related to history, religions, wisdom and local soul; 6) Cultures are maintained through local people participation, cultivation of local people’s pride in their local culture and raising their awareness of local culture preservation, co-working among local people of all ages for cultural transfer; 7) Problems and challenges in culture management are that culture managers lack knowledge and understanding of local experience tourism and tourist behaviors. They are unable to communicate in English and they do not customize their cultural interpretation according to types of tourists; and 8) Guidelines for culture management include co-working with private or local tourist guides for English translation, improving interpretation skills of culture managers and design suitable interpretation methods for different types of tourists.
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