The Buddhist Methods in Tourism Promotion of Mueang Sam Tai, Lue, Yong and Yuan of Ban Thi Subdistrict Municipality at Ban Thi District in Lamphun Province

Abstract

This article aims to: 1) examine the level of community-based tourism promotion in the Sam Tai urban community; 2) compare the opinions of local residents on the promotion of community-based tourism in Sam Tai, classified by personal factors; and 3)propose an approach for applying Buddhist principles (Buddha-way) to promote community-based tourism in Sam Tai. A mixed-methods research design was employed. The population consisted of residents in the Ban Thi Subdistrict Municipality. The sample group comprised 384 individuals. The research instrument was a questionnaire with a reliability coefficient of 0.963. Data were analyzed using frequency, percentage, mean, and standard deviation, along with t-tests and F-tests. For the qualitative aspect, data were collected through in-depth interviews with 10 key informants, including both monks and laypersons.

The research results found that:

1) The overall level of public opinion regarding the application of the Buddha-way in promoting community-based tourism in the Sam Tai urban community was rated as high.

2) A comparison of public opinions, categorized by gender, age, education level, occupation, and average monthly income, showed no statistically significant differences. Therefore, the research hypothesis was rejected.

3) The proposed approach to promoting community-based tourism in the Sam Tai urban community was based on the application of the Seven Sappaya (seven suitable conditions) as follows: 1)Āvāsasappāya (suitable dwelling): preserving the area’s beauty through activities such as increased tree planting. 2)Gocarasappāya (suitable movement and routes): improving transportation access and ensuring tourist transfer services. 3)Phassasappāya (suitable atmosphere): creating strategies that enhance the hospitality experience. 4)Puggalasappāya (suitable people): developing service skills through clearly defined community roles. 5) Bhojanasappāya (suitable food): ensuring hygienic food services. 6) Uṭusappāya (suitable climate/environment): organizing a visually appealing and pleasant tourism layout. 7) Iriyāpathasappāya (suitable posture and space): ensuring adequate space and facilities to accommodate tourists.