Strategies to Develop and Promote Sustainable Community-based Heritage Tourism: A Case Study of Ponepisai District, Nongkhai Province Strategies to Develop and Promote Sustainable Community-based Heritage Tourism: A Case Study of Ponepisai District, Nongkhai Province

Abstract

This research aimed to 1) study the historical capital and tourism resources for continuity-based tourism, 2) study the strategies for developing continuity-based tourism based on the community, 3) study marketing strategies to promote continuity-based tourism based on the community, and 4) study awareness-raising and participation in the development and promotion of continuity-based tourism based on the community in Phon Phisai District, Nong Khai Province. This qualitative research was conducted through in-depth interviews with 15 key informants from the government, private sector, community, and academia, and data synthesis was done using SWOT Analysis and TOWS Matrix.

          The research findings revealed that 1) Phon Phisai District, Nong Khai Province, had remarkable potential as a target city for continuity-based tourism due to its beautiful natural resources and the globally renowned Naga Fireball phenomenon. It also had a variety of cultural and traditional tourist attractions and activities that reflected the local identity. 2) The development of tourism in Phon Phisai employed the "UNITETOUR" paradigm, consisting of Unity, Network, Integration, Technology, Education, Teamwork, and Understanding, to coordinate and create tourism experiences through the use of Naga Fireballs and the preservation of traditional customs, along with the development of infrastructure and digital publicity. 3) The SO strategies included developing cultural festivals, using digital publicity, and attracting niche tourists. The ST strategies focused on raising community awareness, using technology to solve problems, and planning for sustainable development. The WO strategies emphasized brand building, promoting at national and international levels, and using technology to design marketing programs. The WT strategies involved brand development, promoting and expanding activities, creating marketing networks, and preventing environmental impacts. 4) Promoting natural resource conservation, enhancing local identity, increasing income, and reducing tourism impacts through conservation-based activities and cultural promotion, such as Mister Tourism Intercontinental contests, speech competitions, and filming of Yaoi series.