Innovation Management and Value Creation of Cultural Heritage To Support Tourism in the Ancient City of Kamphaeng Phet

Abstract

     This research had the aims as 1) to analyze the identity of cultural heritage tourism sites in the ancient cities of Kamphaeng Phet; 2) to create value for cultural heritage through souvenir products to support tourism for ancient cities; 3) to propose guidelines for using innovative management of cultural heritage; and 4) to drive the implementation of innovative management and value creation of cultural heritage. The data collected by using in-depth interviews with 10 key stakeholders involved. The questionnaires collected from 400 tourists. The second objective collected through focus group discussions with 10 stakeholders and questionnaires collected from 400 tourists, focus group discussions with 15 stakeholders, and questionnaire with local community people who live in Kamphaeng Phet Ancient City with 30 people. The quantitative data analyzed by using frequency, percentage, mean, and standard deviation and the qualitative data analyzed through content analysis.
     The research findings found that 1) the identity of the ancient city of Kamphaeng Phet comprises two key elements as "Silalae", and the stucco elephant designs at Wat Chang Rob. 2) The 2nd objective found that Kamphaeng Phet derived four prototype patterns for creating souvenir products from the cultural heritage of the ancient city, and all 4 patterns should be included pattern of Kamphaeng Phet 1, 2, 3, and 4. All 4 patterns should be used to produce six types of souvenirs as t-shirts, mugs, iPad cases, fabric bags, phone cases, and bracelets. 3) The 3rd objective found that there were three guidelines as (1) using modern technology management, (2) involving people who live in surrounding ancient city, and (3) creating ancient city games for the tourists. 4) The last objective found that the community had the opinions on overall results were at a high level ( = 3.97, S.D = 0.53).