MANAGEMENT OF COMMUNITY CULTURAL CAPITAL TO PROMOTE QUALITY TOURISM IN PHRA NAKHON SI AYUTTHAYA DISTRICT, PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

This research article aims to: 1. examine the general conditions of community cultural capital in Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya Province; 2. investigate the factors in managing community cultural capital to promote quality tourism in the area; and 3. propose a model for managing community cultural capital to enhance quality tourism. This study employed a qualitative research design using in-depth interviews with 25 purposively selected key informants. A semi-structured interview guide was used as the research instrument, and the data were analyzed through descriptive content analysis.

Findings were as follows: 1. community cultural capital consists of five aspects: local wisdom, behavioral patterns, tangible cultural products, social or community relations, and rules or traditions, which are embedded in the way of life of local people and closely connected with religion, temples, and cultural activities, serving as a key resource for cultural tourism development and reflecting local identity; 2. the key factors in management are based on the Four Sappaya principles Avasa-sappaya, Ahara-sappaya, Dhamma-sappaya, and Puggala-sappaya which are applied to the management of space, food, communication, and roles of community members, emphasizing appropriateness, moderation, and alignment with local ways of life, thereby supporting a balance between conservation and utilization and minimizing impacts on the original context; and 3. the management model can be synthesized into the 4 Well framework: Eat Well, Live Well, Fit Well, and Give Well, which reflects the relationship between tourism activities and community life, aiming to create meaningful experiences for tourists while preserving local identity and leading to sustainable tourism development.