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The objective of this research article is to study new public governance contributing to the success of cultural tourism of Chak Phra festival in Mueang district Suratthani Province and create “an appropriate model” for cultural tourism in Chak Phra festival. The qualitative research method was used for the study. Data was gathered by means of in-depth interviews and observations with stakeholders. The research found that the government parties are the key partner for organizing the festival. Other important partners include private sector, non-profit organizations, education institutions, religious organizations and local communities. The factors contributing to the success of the festival include cooperation between these partners in preparing for the festival, collective leadership, community participation and social capital. The appropriate model for organizing Chak Phra festival is composed of the cooperation between the above mentioned partners. Additional recommendations are the participation of these Parties, division of labour between partners, and promotion of collective leadership.
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