Enhancing the management of Cultural Capital in the Dongklang Community, Muang District, Pichit Province for Experiential Tourism

Abstract

The objectives of this research were: 1) to survey and compile the local intangible cultural heritage related to tourism in Ban Dong Klang community; 2) to examine the potential of local wisdom that corresponds to the needs of tourists; and 3) to identify approaches for linking the local wisdom of Ban Dong Klang community to the development of experiential tourism. A mixed-methods research approach was employed. The quantitative research involved a population and sample comprising 400 Thai tourists interested in experiential tourism activities. Data were collected via online questionnaires distributed through social media networks, targeting respondents aged 25 and above with a specific interest in tourism activities and analyzed using descriptive and inferential statistics. The results were discussed in accordance with the research objectives. The qualitative research involved key informants, including community leaders, local sages, community members, and representatives from governmental and private agencies in the area. Purposive sampling was applied, with a total of 28 participants. The research instruments included semi-structured interviews and focus group discussions, and the data were analyzed using content analysis. The results indicated that the Ban Dong Klang community possesses outstanding cultural capital, characterized by its unique traditions, local wisdom, diverse handicrafts, and a serene environment suitable for relaxation. In terms of demand, Thai tourists expressed high expectations for experiential tourism. The three most preferred activities were agricultural lifestyles, arts and bamboo basketry, and local cooking, respectively. Significantly, the majority of tourists prioritized accessibility to local experiences.