คุณค่าทางการท่องเที่ยวที่รับรู้ผ่านภูมิทัศน์เทศกาลตรุษจีน จังหวัดนครสวรรค์: คุณค่าทางการท่องเที่ยวที่รับรู้ผ่านภูมิทัศน์เทศกาลตรุษจีน จังหวัดนครสวรรค์

Chonlada panprom; Petchsri Nonsiri

Authors

Chonlada panprom Faculty of Business Economics and Communications, Naresuan University
Petchsri Nonsiri Faculty of Business Economics and Communications, Naresuan University

Keywords:

Nakhon Sawan Chinese New Year Festival, Festivalscapes, Tourism perceived value

Abstract

This research aims to investigate the delivery of tourism value from the perspectives of both stakeholders and visitors during the Chinese New Year Festivalscapes in Nakhon Sawan Province. The research revealed a comprehensive total of 5 dimensions of tourism value. Firstly, for the Spiritual Value, it was discovered that the festival possesses auspiciousness, bestows favors, dispels negative influences, and inspires faith. Secondly, the Functional Value is evident from the presence of the local culture that promotes visitors to acquire a more profound comprehension by means of the lion dance parade. Thirdly, for the Social Value, the phenomenon emerges as a result of the social engagement between the host and the visitor as well as the act of returning to one's place of residence and exchanging experiences via social media. Fourthly, for the Emotional Value, the festival is characterized by enthusiasm, enjoyment, grandeur, and visual appeal. Finally, the Conditional Value is dependent on certain conditions being met such as the festival's link and other tourism attractions in the province. This study has established practical recommendations for event organizers to maintain the tourism value of the Chinese New Year Festival in Nakhon Sawan province. These guidelines include promoting the functional value of the festival by effectively communicating the essence of local culture using suitable information technology tools that align with the festival's core content. In addition, the core materials include activities that serve as the foundation for the Chinese New Year Festival such as the Golden Dragon Parade and the rituals for selecting the symbolic image of Guan Yin, which contribute to the development of spiritual values. The utilization of the fortune-telling rituals (Pawapuay) for the purpose of selecting an organizer for the Chinese New Year event might be advocated as an approach to maintain the fundamental principles of the event.

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The Perceived Value of Tourism in Nakornsawan Province through Chinese New Year Festivalscapes