Guidelines for Promoting Buddhist Sites, Arts, and Cultural Tourism: A Case Study of Huai Krachao District, Kanchanaburi Province

Abstract

This research article consisted of the following objectives: 1) to study the promotion of Buddhist sites, arts, and cultural tourism; 2) to analyze the promotion of Buddhist sites, arts, and cultural tourism in Huai Krachao District, Kanchanaburi Province; and 3) to propose guidelines for promoting Buddhist sites, arts, and cultural tourism in the district. The study employed qualitative methods, including document review and in-depth interviews with 18 key informants. The research instruments comprised observation records, document analysis forms, and interview guides. Data were analyzed using content analysis, cross-verified with triangulation techniques, and presented descriptively.

From the study, the following results were found: 1) The study of the promotion of Buddhist sites, arts, and cultural tourism revealed 6 tourism components (6As) according to the framework by Dimitrios Buhalis, which were adapted into 5 dimensions for this research: (1) attraction factors, (2) accessibility factors, (3) amenities, (4) activities, and (5) service factors. These dimensions were used to examine the components and effectiveness of tourism promotion in the case study area. 2) The analysis of tourism promotion in Huai Krachao District according to the five dimensions (5As) found the following: (1) Attraction factors included Wat Sa Long Ruea with Luang Pho Yai Ong Dam, the Suphan Hong royal barge, and the world’s largest statue of Somdet Phra Phutthachan (To Brahmaramsi), Wat Thip Sukhontharam, Wat Phrom Nimit, and the Thai Song Dam community with distinctive local culture; (2) Accessibility factors indicated that the sites could be reached by private car or public transport via convenient routes with clear signposts; (3) Amenities included basic infrastructure such as accommodations, restaurants, restrooms, and souvenir shops, though these were still insufficient; (4) Activities involved local events organized annually to promote continuous tourism; and (5) Service factors were limited, particularly banking systems and safety infrastructure. 3) The guidelines for promoting Buddhist sites, arts, and cultural tourism in Huai Krachao District, Kanchanaburi Province include strategies across five dimensions: attraction promotion, which involves creating interconnected maps, publicizing through annual events, and developing tourism programs; accessibility promotion, which includes creating maps and providing tour vehicles; amenities promotion, which focuses on increasing service points, implementing modern communication systems, and establishing learning centers or souvenir shops; activity promotion, which encourages annual events and special activities; and service promotion, which aims to enhance basic services and provide online or social media support.