POLICY GUILDELINES FOR DEVELOPING NAKHON PATHOM PROVINCE TOURISM TOWARDS A CITY OF THREE DHAMMA BASED ON THE FOUR NOBLE TRUTHS CONCEPT

Abstract

This research is a Research and Development study utilizing a Mixed Method Research approach to achieve three main objectives: to analyze the potential and inherent problems of tourism in Nakhon Pathom Province under the "City of Three Dhamma" concept (Dhamma, Nature, and Culture); and to develop and verify the suitability of policy guidelines for sustainable tourism development. The study employs the Buddhist principle of the Four Noble Truths (Ariyasacca 4) as its framework, structured into four sequential steps: Step 1 (R1) identifying the problems (Dukkha), Step 2 (D1) formulating the draft policies (Samudaya), Step 3 (R2) evaluating the policy drafts (Nirodha), and Step 4 (D2) expert validation (Magga). The sample group consisted of 19 key informants (Stakeholders) selected through purposive sampling, and 400 tourists for quantitative data collection. Research instruments included semi-structured interviews, structured questionnaires, and a 5-point rating scale for policy evaluation.

The preliminary findings (Dukkha) revealed that despite the province’s strong potential, attracting visitors but the main challenge is the low average overnight stay rate, positioning the province as a “transit city” rather than a “stay-over destination”. Other key challenges include the commodification consuming cultural authenticity and the lack of integrated public transport links.

The final policy synthesis and validation step (Magga) yielded a consensus on the strategic guidelines, named “The A.C.T.I.V.E. Model,” which comprises six core policy recommendations, 34 subsidiary mechanisms and 166 key performance indicators included; 1) Authenticity & IP Protection (Establishing Cultural Governance and IP Protection) 2) Content & Spiritual Guide (Developing Curricula and Personnel for Philosophical Interpretation) 3) Transport & Digital Connectivity (Reforming Transport and Interactive Digital Platforms) 4) Immersion & Experience Routes (Transforming Activity Formats towards Active Participation Experiences) 5) Vetting & Sanctity Control (Establishing Strict Sanctuary Zoning and Commercial Activity Control in Religious Sites) and 6) Environmental & Green Infrastructure (Investing in Green Infrastructure and Site-Specific Pollution Control). The A.C.T.I.V.E. Model addresses structural problems using the Four Noble Truths by prioritizing the protection of cultural and spiritual values and transforming the tourist role from passive observer to active participant. This model serves as a comprehensive strategic blueprint for transitioning Nakhon Pathom from a “transit city” to a sustainable and memorable “destination”.