ARTISTIC MANAGEMENT FOR TOURISM AT WAT SA KAE, THANU SUB-DISTRICT, UTHAI DISTRICT, PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

Objectives of this research article were: 1. To study the general conditions of arts-based management for tourism, 2. To examine the processes of arts-based tourism management, and 3. To propose arts-based tourism management strategies for Wat Sakae, Thanu Sub-District, Uthai District, Phra Nakhon Si Ayutthaya Province. The study employed a qualitative research methodology, conducted by structured in-depth interviewing 18 key informants, divided into 4 groups of experts in arts-based tourism management.

The research findings revealed that Wat Sakae possesses: Strengths; its strategic location, historical heritage and architecture, as well as spiritual reputation and faith-based recognition. Weaknesses; shortage of specialized personnel, ineffective public relations and marketing, and insufficient infrastructure. Opportunities; encompassed its geographical position as a connecting hub, Buddhist heritage as spiritual treasure, and preserved local wisdom. Threats; consisted of legal and regulatory challenges, competition with other tourist destinations, and archaeological conservation issues The management process comprised four main stages: planning, implementation, monitoring, and improvement. These stages encompassed the conservation and development of artistic resources, infrastructure development, creation of educational materials, and personnel development. Arts-based tourism management required systematic and sustainable development in tourism resources, facilities, transportation routes, related businesses, and tourism promotion and support. This comprehensive approach aimed to establish Wat Sakae as a significant cultural and artistic tourism destination in Phra Nakhon Si Ayutthaya Province Divided into 4 groups.