GUIDELINES FOR MANAGING LOCAL IDENTITY-BASED TOURISM TO ENHANCE COMMUNITY-BASED TOURISM IN NAKHON SI THAMMARAT PROVINCE

Abstract

This research on guidelines for managing local identity-based tourism to enhance community-based tourism in Nakhon Si Thammarat Province employed a Research and Development approach using mixed methods, conducted in three phases. Phase 1 involved exploring and synthesizing local identity components using 34 key informants from the public sector, private sector, communities, and academia. Data were collected through in-depth interviews and focus group discussions and analyzed using content and thematic analysis. The findings revealed that local identity could be categorized into six dimensions: culture, traditions and festivals, arts and crafts, food, local wisdom, and natural resources. Prominent identities included religious faith, nielloware handicrafts, and the Kiriwong community lifestyle, which can be developed into experiential tourism. Phase 2 focused on developing management guidelines using a sample of 420 tourists and local residents. Data were analyzed using descriptive statistics. The results indicated that the management approach consists of five key components: identity-based planning, experience design, community participation, soft power value creation, and balancing conservation and tourism. The overall mean score was at a high level ( = 4.38). Research instruments were validated for content validity (IOC average = 0.96) and demonstrated high reliability (Cronbach’s Alpha = 0.89). Phase 3 involved evaluating and validating the guidelines by nine experts using an assessment form on suitability and feasibility. The results showed that the guidelines were at the highest level of appropriateness ( = 4.49) and are applicable in the local context. In conclusion, identity-based tourism management should integrate local identity into experience design and value creation in a balanced manner to promote sustainable community-based tourism.