Guidelines for Promoting Community Tourism through the Belief in Pu U-Luen Nakarat: A Case Study of Ban Sok Phok - Ban Sok Pho, Bueng Khong Long Subdistrict, Bueng Khong Long District, Bueng Kan Province

Abstract

This study aimed to 1) to examine the belief in Pu U Lue Nakarat as a driving factor in promoting  community -based tourism, and 2) to explore tourist purchasing behaviors regarding products and services within the Pu U Lue Nakarat tourism community. Key informants included community leaders from Ban Sok Pho, officials from the Bueng Khong Long Wildlife Sanctuary, ritual set vendors, and boat operators. Qualitative data were collected through in-depth interviews and analyzed using conceptual and theoretical linkages, while quantitative data were obtained from 50 tourists who visited the Pu U Lue Nakarat shrine and purchased products or services, using a structured questionnaire.

          The findings revealed that belief in Pu U Lue Nakarat is significant in three dimensions: (1) as a spiritual founder, (2) as a community protector, and (3) as a source of faith and blessings. This belief plays a vital role in supporting community tourism, particularly in boat transportation and income generation through belief-related products and services such as ritual sets, amulets, and ceremonies, as well as general businesses including restaurants and accommodations. Quantitative analysis indicated that faith in Naga deities (x̄ = 4.48) and related legends (x̄ = 3.98) influenced tourist purchasing behavior, especially regarding belief-related products (x̄ = 4.24). In conclusion, the belief in Pu U Lue Nakarat significantly contributes to promoting community-based tourism and influences tourist behavior in both spiritual and economic dimensions of the local context.