Strategy for Developing the Potential of Cultural Tourist Attractions Case Study: Ban Pha Rung Mee Community, Sai Yoi Subdistrict, Noen Maprang District, Phitsanulok Province

Abstract

This research article aimed to: (1) examine the potential level of cultural tourism attractions in Ban Pha Rang Mee Community; (2) develop strategies to enhance the potential of cultural tourism attractions in Ban Pha Rang Mee Community; and (3) propose guidelines for improving the potential of cultural tourism attractions in Ban Pha Rang Mee Community. A mixed-methods research design was employed, integrating both quantitative and qualitative approaches. For the quantitative component, the population consisted of 716 residents of Ban Pha Rang Mee Community. The sample size was calculated using Yamane’s formula, yielding 260 respondents. For the qualitative component, 13 key informants were purposively selected, including relevant government agencies, local administrative and community leaders, entrepreneurs, and tourists. Research instruments comprised a questionnaire and in-depth interviews. Quantitative data were analyzed using frequency, percentage, mean, standard deviation, as well as t-test and F-test. Qualitative data were analyzed through content analysis in combination with SWOT analysis and strategy formulation using the TOWS Matrix.

The findings revealed that: (1) the overall potential of cultural tourism attractions in Ban Pha Rang Mee Community was at a high level (=3.95), covering three dimensions: tourism attraction management (=3.96), tourism attractiveness ( =3.96), and tourism carrying capacity (=3.93); (2) the strategies for developing cultural tourism potential could be categorized into four main strategic directions offensive, preventive, corrective, and defensive strategies emphasizing enhanced tourist attraction, improved tourism capacity, and strengthened destination management through multi-stakeholder participation; and (3) the key development guidelines included improving accessibility to tourism sites, enhancing facilities, and maintaining as well as continuously rehabilitating tourism resources. Practical recommendations include upgrading interpretive and directional signage to be clearer and more modern, strengthening safety standards and facilities to better accommodate tourists, and promoting collaborative networks among the community, government agencies, the private sector, and educational institutions to drive high-quality and sustainable cultural tourism development.