STRATEGIES FOR USING GAMECOCK SPORT TO PROMOTE CULTURAL TOURISM IN NAKHON NAYOK PROVINCE

Abstract

This research on Strategies for Using Gamecock Sport to Promote Cultural Tourism in Nakhon Nayok Province aims to analyze the potential of gamecock sport as cultural capital, develop tourism strategies, and evaluate the feasibility of these strategies. The study employed a mixed-methods research approach, primarily utilizing a quantitative design supported by qualitative methods. Quantitative data was collected using questionnaires from a sample of 400 tourists with experience visiting or attending gamecock sporting events in Nakhon Nayok Province, drawn from an unknown population size. The statistics used for data analysis included percentages, means, and standard deviations. The results revealed that tourists recognized and valued the cultural heritage and traditional wisdom at the highest level ( = 4.40), expressing a stronger desire to experience and learn the traditional wisdom of gamecock husbandry rather than merely watching the competitions ( = 4.15). Conversely, the stadiums' current public image and biosecurity remained major concerns and critical weaknesses ( = 2.80), clearly demonstrating a development gap. Qualitative data was gathered through in-depth interviews with key informants, comprising 8 local stakeholders (e.g., gamecock stadium owners, local sages) and 8 policy-level experts (e.g., academics, specialists). The qualitative findings indicated that Nakhon Nayok gamecocks possess significant potential in terms of breeds and herbal sciences but face limitations regarding public image. Therefore, implementing the TIS-S 189-2567 standard was proposed to build public trust. Consequently, four strategies were synthesized: elevating identity, learning tourism, community-based collaborative management, and responsible policy. Ultimately, this research proposes transforming grey areas into creative cultural spaces, driving Thai traditional wisdom as a Soft Power to generate economic value sustainably.