Management of cultural tourism in Ban Toon, Muang District, Phayao Province, Thailand during the COVID-19 pandemic

Research objectives

Literature reviews

The concept of tourism systems can be understood by studying related concepts, such as Dickman’s (1996) and Leiper’s (1990) travel composition concepts on tourism systems. Tourism management must consider the host dimension, whereas the source mainly considers the needs of tourists. Madhyamapurush’s (2019) work on the tourism system studied the entire tourism project across three dimensions: the demand side, the response or supply side, and the support side. Madhyamapurush’s study includes the work of Goeldner and Ritchie (2006), defining the components of tourism, or the “tourism phenomenon,” of tourism and tourism management. This includes Kušen’s (2010) work on the tourism system of tourist attractions. A tourism attraction system developed by studying all five researchers attempted to explain tourism links in a global context. Dickman (1996) and Kušen (2010) mainly focused on how attractions should have essential components. Leiper (1990) and Madhyamapurush (2019) linked a knowledge set of tourist needs to create responses to those needs in tourism activities. In addition, Goeldner and Ritchie (2006) and Madhyamapurush (2019) provided an appropriate administrative process or method for demand, supply, and support. These provide a broader picture of the tourism structure and have not yet been effectively applied to community tourism. The study also found that a private agency primarily provides the response side (supply side).

The concept of tourism management has been developed from a business system to enable the tourism activities of government agencies, the private sector, and community tourism to be able to conduct activities appropriately, using the original management concept of Fayol (1916): POCCC (Planning, Organizing, Commanding, Coordinating, and Controlling). Moreover, it relies on the concept of co-management, the system tourism (Madhyamapurush, 2018) described for the tourism management model used in Phu Hin Rong Kla National Park, Phitsanulok Province, which proposed the idea of cooperation between the government and the tourism community in the national park to direct the work there.

Tourists gain experience in tourism through the service provided by the provider and the experience that comes from learning about, getting in touch with, or participating in activities in tourist areas. The study of tourism experience factors was divided into two parts. The first designers to study experience management utilized the concept of Pine and Gilmore (1998). This consisted of four areas of relationship - entertainment, education, aesthetics, and escape – along with two dimensions of participation: participation and relationship with the environment. These concepts were combined with those of Gao, Scott, & Ding (2010) and Cetin & Bilgihan (2015), which consist of outline, atmosphere, memorable story, interaction, service, culture, heritage, and challenges. For the tourist experience, the psychological concepts of Poulsson and Kale (2004) were used, which consisted of novelty, learning, personal relationships, surprise, and participation. The study of the relationship between these two components makes up for Cutler and Carmichael (2010).

The economic theory (Growth Model) of Harrod-Domar (Besomi, 2001) (Mahawong, 2001) has developed a theory or model of economic and social impact assessment. Economic growth aims to describe the relationship between the two within a particular level of growth. Both concepts hold that investments are at the heart of economic growth. In addition to increasing revenue, there is also the ability to increase efficiency. The production of the economy and maintaining full employment require economic growth that is high enough to absorb savings, which is desired for income investing at the whole employment level. Harrod-Domar assumes that the model is either an industrial unit of production or that the economy as a whole depends on the amount of capital invested in that economic unit.

Conceptual framework

Figure 1. Demonstrates the Conceptual framework of this research.

Source: Researcher's synthesis.

Ethics

The Human Ethics Committee of the University of Phayao approved the research protocol (approval number UP-HEC 2.2/078/64); the date of approval was August 22, 2021. Participants were given the purpose of the research and asked to participate in the study; they welcomed it. Written consent was obtained from all participants, and they were informed that their anonymized data would be published. All participants also gave their permission and received information about the article’s methodology.

Study design

The research was carried out between August 20^th and 21^st, 2021. General survey data on tourism resources were collected on September 21^st. Interviews with stakeholders were conducted at Ban Toon on October 21^st. Training on the tourism route and experience was conducted in Ban Toon on November 21^st. The selection of tourist volunteers was completed on December 21^st. Testing of tourism routes with tourist volunteers and data collection was conducted on January 20^th and 22^nd. Data were collected to assess the economic and social impact of stakeholders in the community on March 22^nd.

Sampling

Key informants included local sages, community leaders, community product operators, attraction supervisors, and community development officers of the Ban Toon Sub-District Administrative Organization. They were selected using purposive sampling to obtain accurate cultural information. The selection of volunteer tourists or simulated tourists included announcements for interested applicants to apply via Facebook. The qualifications of volunteers are that they must not be a person in the study area and must have an understanding of the evaluation.

The study utilized an advertisement posted on Facebook to attract tourists’ interests and encourage their participation. The advertisement was shared by researchers’ colleagues and other associates, expanding its reach and visibility among potential participants. As tourists came across the advertisement on Facebook, they found it interesting and decided to participate in the study on the management of cultural tourism in Ban Toon. By leveraging the power of social media and utilizing networks within their professional circles, researchers were able to effectively promote their studies and generate interest among potential participants. Many tourists discovered the advertisement and found it intriguing. Consequently, they decided to participate in the study.

The researchers used Facebook as a platform to make announcements because of its widespread reach and the potential to attract a diverse pool of applicants. By utilizing Facebook, we aimed to engage individuals who were interested in participating as volunteers or simulated tourists in the study. To select participants, the researchers employed a method in which they considered the acceptance requests received through Facebook as the basis for their selection process. Individuals who expressed their interest and were formally requested to participate via Facebook were chosen as study participants. As a result, the study’s participant pool was limited to individuals who had submitted an acceptance request through Facebook. The use of Facebook as the primary channel for recruitment and participant selection plays a significant role in determining the composition of the study sample. It is important to note that using Facebook as a recruitment platform may introduce certain limitations such as potential selection bias and limited representation from individuals who may not have access to or actively use the platform. Researchers have considered these factors when interpreting the findings and generalizing the results of the study.

Data collection

Questionnaire: A questionnaire was designed to gather data on the socio-economic impact of cultural tourism on the community. It was distributed to community members, including tourists, and community leaders (Madhyamapurush, 2023).

Interviews: In-depth interviews were conducted with ten key contributors to the cultural tourism management project, including spiritual leaders, community leaders, and tourism business owners. These interviews provided valuable insights into the process of managing cultural tourism in the community (Madhyamapurush, 2023). The interviews were conducted by the research team, which consisted of several individuals with expertise in cultural tourism and socio-economic impact assessment. The interviews were conducted in person at the Ban Toon district. The interviews were semi-structured and followed the COREQ guidelines to ensure that all necessary information was gathered. The interviews were audio-recorded with the participants’ consent, and detailed field notes were taken during and immediately after each interview.

Route Testing: Participatory Action Research (PAR) was used to test the tourism routes in the community. This approach allowed stakeholders to be involved in the development and testing of the routes. The tourism route development was evaluated using descriptive statistics.

For the data collection process, the researchers involved ten key contributors to the project who played an essential role in the implementation of cultural tourism management in Ban Toon, Muang District, Phayao Province, Thailand. Key informants, such as local sages, community leaders, community product operators, attraction supervisors, and community development officers from the Ban Toon Sub-District Administrative Organization, were selected using a purposive sample to gather accurate cultural data. A total of ten people were chosen. Additionally, 30 tourists tested the route, with applications accepted for those traveling in November 2021. The data collection process involved several stages. Firstly, the researchers conducted interviews with the key contributors to gather their perspectives and insights on the process of managing cultural tourism in the community during the pandemic. The interviews were conducted in-person and via video conferencing tools such as Zoom. Secondly, the researchers conducted observations of the community to gain a better understanding of the community’s context in cultural tourism and tourism management dimensions. The observations were conducted on-site and involved the researchers actively participating in the community’s cultural tourism activities. Thirdly, the researchers prepared field notes from the interviews and observations that were conducted. The field notes were used to provide details for the data collection process and served as a reference during the analysis stage. Lastly, the data collection process involved the use of Participatory Action Research (PAR) to meet the needs of stakeholders and test tourism routes through such routes. The tourism route development was evaluated using descriptive statistics. Overall, the data collection process involved a collaborative approach between the researchers and the key contributors to the project. The researchers worked closely with the contributors to ensure that the data collection process was comprehensive and accurate.

The research utilized Participatory Action Research (PAR) to develop a cultural tourism model that meets the needs of tourists and to test the tourism routes. The tourism route assessment form (Madhyamapurush, 2023) was created. The validity of the questionnaire was examined carefully. Three experts examined each of the questionnaire items. The content validity and linguistic suitability were evaluated using an Index of Item Objective Congruence (IOC). An IOC score of 0.70 indicates the permissible range. The questionnaire was then altered in accordance with the experts’ recommendations, and reliability was evaluated using Cronbach’s alpha coefficient. The result of 0.948 was deemed statistically significant.

The researcher prepared field notes from interviews and observations and provided details from data collection (in the form of transcripts) (Madhyamapurush, 2023). When volunteers arrived, the researcher explained the tourism process. Villagers conduct tourism along the developed tourism route. Researchers created assessment forms for volunteers. The volunteers in this study conducted the assessment of the participants. Researchers conducted interviews on the use of travel routes.

Data analysis

Methods for processing data prior to and during analysis:

Descriptive statistics were used to analyze the collected data, which was done using SPSS Version 27.0. To address the research questions and gain insight into the cultural tourism and tourism management dimensions within the community, a thematic analysis method was employed through a content analysis tool. Content analysis was used to create cultural tourism routes, allowing tourists to travel independently and engage with the Ban Toon community. The development of these tourism routes was evaluated using descriptive statistics.

Context and readiness of the area

The study found that “Ban Toon is a community that has cultural road activities, consisting of routes that concretely reflect the distinctive local cultural identity, such as old houses, a market that still maintains a local way of life, temples, ancient sites, religious places, and various artistic activities, as well as local wisdom” (Rodríguez-Vázquez et al., 2023). In addition, the Ban Toon community has its roots in the Tai Yuan ethnic group, a population group that settled in northern Thailand (Chiang Saen) and migrated to the area of the Ban Toon Sub-District until it became a large community with a strong local culture. Various customs are considered a part of the intangible cultural heritage of the Ban Toon community. These consist of the following:

The characteristics of the Ban Toon community reflect the agricultural nature of the area, which is connected to Phayao Lake and the Doi Luang National Park. Before the COVID-19 pandemic, visitors preferred agro-tourism activities in the western sub-districts and organic fields near the Doi Luang National Park entrance.

Development of cultural tourism routes

Routes for cultural tourism are under development. The research team brought information to the initial meetings between community leaders and local communities. Information regarding the context of the area emphasized community participation in developing cultural tourism routes linking tourist sites. Tourism across the district is now more cohesive than it had been in the past. As a result, the tourism route connects the mountains, rice fields, and Phayao Lake based on the promotion slogan: “See the mountain, Walk through the rice fields, Cruise the river” (Dickman, 1996). The cultural attractions of the Ban Toon community consist of Doi Luang National Park, Doi Nok, Huai Toon Reservoir, Phakretnark Waterfall, Ban Bua Bamboo Tunnel, Phu Klong Vineyard, Ban Toon Tai Temple, Ban Bua Temple, Analayo Temple, the clay pot learning center, So Huay House, the Ancient House, Ban Thung Kiew Ancient Ferry, and the local fishing group. The research team brought 30 tourists to the experimental group to test this route. Tourists gave their opinions, as shown in Tables 1 and 2, Figures 1 and 2.

Figure 2. Shows the Tourist map “See the mountain, Walk through the rice fields, Cruise the river”.

Source: Developed by a group of researchers together with the community.

Tables 1 and 2 demonstrate that this tour route can take either 1–3 hours or six hours, indicating that the route can be adjusted to suit tourists’ travel time. The route is only suitable for a single day of travel. Moreover, the route had easy access to tourist attractions, with road routes and signposts averaging a satisfaction rating of 3.93. Facilities in tourist attractions (restaurants, coffee shops, homestay accommodation if desired, toilets, and cell phone signals) averaged 3.77. In contrast, the value and attractiveness of the tourist attractions (tourist activities, beauty, community) averaged 4.13. The environment of the tourist attractions (no pollution, complete ecosystem) averaged 4.33, and tourist attraction management (clarity of signposting and the starting point of the tourism route) averaged 4.23. The overall average of 4.08 implies that the tourists who tested the route had a high level of satisfaction, leading to the conclusion that the cultural tourism route “See the mountain, Walk through the rice fields, Cruise the river” is popular both with people in the community who developed the route and tourists who have come to experience it.

Through examination of the study of cultural tourism routes, the researchers found that fortune-telling activity is an essential ritual in the community and is commonly performed to increase merit and release bad luck. Understanding the cultural importance of such a ritual, the research team designed an activity in which participants, together with community leaders and others, assembled a merit-making set (Satuang), a cultural product of the Ban Toon community. This encourages tourists who come to experience the culture of the Ban-Toon community along the specified route. The Boon Teung set (Satuang) is a product created by people in the community to sell to people who live or work abroad and, in the coming years, will not be able to attend the ceremony, yet still wish to make merit and release bad luck.

Preparing the tourism route “See the mountain, Walk through the rice fields, Cruise the river” and activities for the Boon Teung (Satuang) event needed to be developed through a committee of a cultural tourism group in the Ban Toon community. The committee includes a mentor and a spiritual leader and chairs the official committee. It includes eight directors from local government agencies, other spiritual leaders, travel leaders, and community leaders who collaborate with tourism and community leaders through participatory work processes.

Economic and social impact assessment of the cultural tourism route

An analysis (Table 3) of the assessment of the economic and social impact of the research found that the project will have a net present value (NPV) income result of 917,149 baht (27,792.39$) in its first five years of operation. The internal rate of return (IRR) from the implementation of this project is 11.32%, which is higher than the bank deposit rate, making the project a viable investment. Moreover, when considering the ratio of the present value of results to the sum of the present value of costs throughout the project’s life, indications are that this project will yield up to 2.45 baht (2.45$) for every 1 baht invested (1$). While the net income will be 2.45 times greater than the expenditure, the estimated income will still be less than that of 2017-2020 due to the overall reduction in tourism since the COVID-19 pandemic.