Integrated Strategic Plan for Sustainable Creative Tourism Development in Ratchaburi Province, Thailand

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Wanwisa Rattapong
Payom Dhamabutra


The objectives of the research are (1) to study the development potential of creative tourism in Ratchaburi Province, and (2) to create the integrated strategic plan for sustainable creative tourism development in Ratchaburi. It is qualitative. The research instruments include community study checklist, tourism resource audit checklist, in-depth interview, and focus group. The samples collected were 32 representatives from government, private sector, citizens and tourists. Content analysis and 3-ways triangular verification were performed. The research revealed that (1) the potential for creative tourism development in Ratchaburi province is Ratchaburi province has ethnic diversity (Thai,-Karen, Thai-Chinese, Thai-Khmer, Thai Karen, Thai-Mon, Thai-Lao Song, Thai-Yuan and Thai-Lao Vieng) They have continued their ethnic culture until now. There also are natural tourism resources. Cultural, tourism resources for exhibitions, festivals and traditions and various activities tourism resources. Such things can be extended to creative tourism. (2) integrated strategic plan for sustainable creative tourism development in Ratchaburi province has a vision: Ratchaburi Province will create a creative tourism brand to develop the economy,  cultural tourism brand to develop the mind, a tourism brand to develop a creative society, and  a creative nature tourism brand to conserve the environment. The plan consists of 4 strategies: creative tourism development strategy for economic development, creative tourism development strategy for cultural conservation and spiritual enhancement, creative tourism development strategy for social development, and creative tourism development strategy for environmental conservation.

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