THE POLICY AND PROMOTION ON PAGODA PILGRIMAGE TO ENHANCE BUDDHIST TOURISM OF PHRA BOROMMATHAT CHEDI, NAKHON SI THAMMARAT

Abstract

Background and Objectives: Phra Borommathat Chedi, Nakhon Si Thammarat, is a prominent religious tourism destination and a key center for cultural and educational enrichment,
both nationally and within the ASEAN region. Moreover, it serves as a center for Buddhist tourism and an important, well-established religious learning site, capable of meeting the demands of Buddhist tourism and impressing both domestic and international visitors. The site also preserves cultural heritage and safeguards the environmental integrity of the local community,
which actively engages in the sustainable management of Buddhist tourism. This participatory approach strengthens the site's capacity to respond to the evolving needs of tourists amidst changing environmental and societal conditions. In this context, the researcher has focused on examining policy frameworks for promoting pilgrimage tourism, with the aim of reinforcing Buddhist tourism at Phra Borommathat Chedi in Nakhon Si Thammarat Province. The overarching goal is to contribute to the preservation of the site's rich historical and cultural legacy.
The specific objectives of the study are: To analyze policies relevant to promoting pilgrimage tourism as a means of supporting Buddhist tourism; To enhance pilgrimage activities that contribute to Buddhist tourism development at Phra Borommathat Chedi; and To establish a collaborative pilgrimage tourism network that strengthens Buddhist tourism in Nakhon Si Thammarat Province.

Methodology: This study employed a qualitative research approach, combining document analysis with in-depth interviews of 25 key informants. A knowledge package was developed and implemented with a target group of 30 participants, and the outcomes were assessed through informal observation, Data were further collected via a focused group discussion with involving 10 experts.

Main Results: 1) A policy promoting pilgrimage tourism focuses on the development of religious sites through cross-sectoral collaboration, aiming to integrate community, economic, and cultural development. 2) Pilgrimage promotion at Phra Borommathat Chedi, Nakhon Si Thammarat, seeks to position the site as a leading religious destination in ASEAN and 3) Establishing a pilgrimage tourism network in Nakhon Si Thammarat is a strategic initiative that adopted participatory approaches to ensure sustainable economic, social, and cultural growth, while enhancing the province's image as a premier religious tourism hub.

Involvement to Buddhadhamma: This research is grounded in the concept of applied Buddhism, wherein the policy to promote pilgrimage tourism at Phra Borommathat Chedi is rooted in the core teachings of Buddhism, particularly the virtues of Khanti (Patience), Samādhi (Mental concentration), and Paññā (Wisdom). These values are the moral foundation for personal development,
social advancement, and effective policy implementation. This approach serves as a vital mechanism for meeting the expectations of modern tourists while preserving cultural values.
It also underscores the importance of active community participation in managing tourism spaces and activities, ensuring inclusivity and long-term sustainability.

Conclusions: Promoting pilgrimage through policy dimensions enhances the potential of religious tourism and serves as a means to preserve culture, improve the quality of life of local communities, and establish a new image of the province as a national and international Buddhist tourism destination. This image reflects the balanced integration of religion, culture, and economy. Achieving this vision requires systematic and continuous collaboration among government agencies, the private sector, and civil society to ensure sustainability and generate the greatest benefits for society.