An Assessment of Tourism Potential and Success Factors of Cultural Tourism Management : Chedi Temple (Ai Khai), Nakhon Si Thammarat Province

Abstract

     This study aimed to: 1) examine the cultural tourism potential of Chedi Temple (Ai Khai), Nakhon Si Thammarat Province; and 2) investigate the success factors of cultural tourism management at the destination. A qualitative research design was employed. Thirty key informants were purposively selected from five stakeholder groups: government representatives, temple administrators or representatives, community leaders, local entrepreneurs, and tourists. Data were collected through non-participant observation, in-depth interviews, and a focus group discussion. Data were analyzed using content analysis and SWOT analysis to identify internal and external factors and to synthesize the tourism potential into four dimensions. The findings indicated four dimensions of cultural tourism potential: cultural resource potential; community participation potential; accessibility and service potential; and destination management potential. The destination's strengths included distinctive cultural resources, beliefs and faith, community participation, accessibility, and support from relevant sectors, while limitations concerned site organization, staffing, foreign-language communication, facilities, administrative structure, and visitor carrying capacity. Eight success factors were identified: emphasis on history, heritage, arts, culture and traditions; preservation of local ways of life; knowledge provision to stakeholders; cultural and environmental conservation; visitor satisfaction; carrying capacity and cleanliness; visitor safety and security; and sustainable management in economic, social, and environmental dimensions.