A Study of the Development Model for Enhancing the Potential of Buddhist Cultural Tourism Tracing the Historical Legacy of the Chao Phraya–Pa Sak River Basin

Abstract

The purposes of this study were (1) to study the development model of Buddhist cultural tourism potential that traces the history of the Chao Phraya-Pa Sak River Basin, (2) to develop community participatory cognition innovations for Buddhist cultural tourism, tracing the history of the Chao Phraya-Pa Sak River Basin, and (3) to study and develop activity formats to develop quality and standards that respond to the provision of Buddhist cultural tourism services that trace the history of the Chao Phraya-Pa Sak River Basin. The sample group consisted of tourists and local people in 6 central provinces: Phra Nakhon Si Ayutthaya, Ang Thong, Sing Buri, Chai Nat, Saraburi, and Lop Buri, totaling 350 people derived from purposive sampling. The research instruments consisted of questionnaires and in-depth interviews. Data were analyzed using descriptive statistics, including means, percentages, and standard deviations. The research found that tourists had opinions on tourism at the "most" level with an average value of 5.55. The results showed four development models: (1) Buddhist cultural tourism development model, (2) historical tourism model, (3) cultural and tradition tourism model, and (4) rural lifestyle tourism model. In terms of developing quality development activities and standards, it was found that community development activities create tourism knowledge, environmental models with government cooperation, and Buddhist cultural activities that preserve traditional community practices. The study contributes to sustainable tourism development by providing a comprehensive framework for Buddhist cultural tourism enhancement in river basin areas.