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Developing Strotegies for Culturql Tourism
Relevont to the ASEAN Community Bosed
on the Creotive Economy of Four Dvorovoti
Provinces
rg-ticoRraosnrsti as. uluu,s d'unsd, g^Jn r nimrfi usr um r.: nr : fi n ur
erru;finsreronf urariyrBrdufi n:Jrn:
Assistanl Professor Dr. Nopporn Chantaranamchoo
Department of Education Foundations
Faculty of Education, Silpakorn University:
E-mail: [email protected]
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Dr. Taninrat Rattanapongpinyo
Lecturer, Department of General Business Management
Faculty of Management Science, Silpakorn University
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I Dr. Dechaphan Ratsasanasarl
. Lecturer, Department of Mechanical Engineering
' Faculty of Engineering and Industrial Technology
' Silpakorn University. E-mail: [email protected]
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Abstract
The purpose of this research was to develop strategies for cultural tourism relevant
to the ASEAN community based on the creative economy of four Dvaravati provinces.
The sampling group of the study consisted of 400 tourists and 58 key informants.
A questionnaire, focus group discussion and in-depth interview guide were constructed
and used as tools to collect data. Data were analyzed by using descriptive
statistics, SWOT analysis and content analysis. The results showed that there were
6 strategies for cultural tourism relevant to the ASEAN community based on the
creative economy of four Dvaravati piovinces (DVARAVATI strategic plan). They were
1. developing a cluster of four Dvaravati provinces for cultural tourism, 2. developing cultural
tourism activity for identity creation and added value, 3. developing four Dvaravati provinces
with reliance and alliance for cultural tourism marketing, 4. developing tourism spaces
for leaming various cultural attractions, 5. developing and training human resources for
cultural tourism and, 6. developing integrated marketing communication for the promotion
of cultural tourism.
Keywords: Tourism Strategy, Cultural Tourism, Four Dvaravati Provinces, ASEAN
Community, Creative Economy
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Chiawheng, Napaporn. 2009.,.lntegrated
Strategic Planning for Sustainable Tourism
Development A Case Study of Chumporn
Province." Master of Art Thesis in Hotel
and Tourism Management, Naresuan
University. (in Thai)
fi arj fir on:alur:irufi sr orsrirr nr:{o nr:I:,: u:ru ua ynr:yio.: rfi EJr rumrin ur n-uu HFn:.
Chokriensukchai, Kanchana. 2013. .,Tourism
Communication through Thai Cultural
Universals." University of the Thai
Chamber of eommerce Jour4al 33, 4:
59-77. (in Thai)
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n:cr:igrnr: marirnl rdrruonr:dr1yrs
33, 4: 59-77.
Hassan, S. 2000. "Determinants of Market
Competitiveness in an Environmentally
Sustainable Tourism Industry." Journal
of Travel Research. 38, 3: 239-245.
lnternational I nstitute for Trade and Development.
2014. ASEAN Tourism Strategic ptan
2011-2O15. Bangkok: International
Institute for Trade and Development.
(in Thai)
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ASEAN N1 1 -z}1 5. nT: [ytilsJl41uFE: srnTiu
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utial,lun:ilt
Cardoso, C. and Fereira, L.2000...The Effects
of European Economic Integration on
Tourism: Challenge and Opportunity for
Portuguese Tourism Development."
Intemational Journal of Gontemporary
Hospitality Management 12, T: 4O1-409.
Chantaranarnchoo, Nopporn. 2003. .,Capital:
from Modernism to postmodernism.',
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uy{u: {un:rirg, 2s46. "Uu: a-l n r{nr ofalrari qiq n
rad,'lolirltilri.- ync,r:?s1n1: iluliilHrdfgHarn:drlnu 23, 1 : 22-34.
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mstiwtnaganansntsriovtiacfivc-ntusssunQunctsck q ionin rnuuucntorsagFwaitvassrifiiasavsutls:ulnuo'rtdtJu
Intorn, Anurat. 2008. "Chiangrai Strategic Plan
for Establish of Tourism Linkage Center
in the Upper Greater Mekong Sub-
Region." Doctor of Philosophy Thesis
in Regional Development Strategics,
Chiang Rai Rajabhat University. (in Thai)
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finrur n fi n1 n ilu1ivr urii'u:rui'g rfi u \::'t u.qt
Jittangwattana, Bunlert. 2005. Development
of Sustainable Tourism. Bangkok:
Thailand Tourism Center. (in Thai)olr-
unl rfi n ind'.:isl.tur. 2548. n1ifiruu1n1tr' , i &aila{ tfig? tluilthl3Ju. n?,J tvllltJ141un::
gudimnr:vio.: tfi ur ttvi.stJ:v wrnlvr u.
Kiatnakin, Sakchai. 2000. ldea Capital Greative
Economy. Bangkok White Line. (in Thai).
d'nAi$'u rfiu:fiurfiuili. 2553. 4unrru6oaYdL6rsgRef,l,l\rd::n. n?$ tvll|l13Jfi1ufl ::
1et?mu.
Ministry of Tourism & Sport. 2013. Tourism
Annual Report 2012. Bangkok Ministry
of Tourism and Sport. (in Thai).,i
n :vvl:?\: n1:vi or rfr ur rro v fi $t'1. 2556. fl thl1ufl 'ltviogiisr il zsss. n?\: tvrxrrJl4'lun:: n:il n.l:
vi a.: ni ur n:uvn?'0 n1:via.: rii ur un vfi nr.
Murphy, P.E. 1985. Tourism: A Community
Approach. New York Methuen.
Prathumthin, Suphakon. 2008. "A-Study' of
Factors Supporting to Sustainable
. , Management in Cultural Tourism under
The King' s Sufficiency Economy."
Master of Science Thesis in Sport Science,
Chulalongkorn University. (in Thai)
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Assistant Professor Dr. Nopporn Chantaranamchoo received his Doctoral
Degree in Development Education from Srinakharinwirot University and Master
of Economics from Ghulalongkorn University. He is curently a lecturer in the
Faculty of Education, Silpakom University. His recent research includes community
economics and development education.
Dr. Taninrat Rattanapongpinyo 'received his Doctoral Degree':in Population
Education from Mahidol Universrty. He is currently a lecturer in the Faculty of
Management Science, Silpakorn University. His recent research inclqdes human
development.
Dr. Dechaphan Ratsasanasart received his Doctoral Degree in Business
Administration from Ramkhamhaeng University. He is currently a lecturer in the
Faculty of Engineering and Industrial Technology, Silpakorn University. His recent
research includes strategic management.
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rd a d.:r,rior n1iluu?yt1{rn:ugfioair.ra::irda:oliuri:ctrnuorr6eru (Devetoping Strategies for
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community) m:ar:irrnr:tu'riyrurduvonr:drlvru fld a+ ariufi 4 (qarn:r-fiu:nau 2557) dloq'Lu
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