Tourism Model of Lampang Cultural and Ceramic City
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Abstract
This research aimed to study the tourism awareness of tourists towards Lampang, a cultural and ceramic city, and synthesize tourism models for Lampang, a cultural and ceramic city, through the Business Model Canvas (BMC) process. The research tools consisted of a questionnaire, a structured interview, and a brainstorming form.
The research found that most of the tourists were females, teenagers, and early-working-age people. Most tourists know Lampang Province as a city of horse carriages and a city of ceramics. Some of the activities that they wanted to do when visiting Lampang included visiting temples, tasting local food, visiting local communities, visiting historic buildings and architecture, shopping at the walking street markets, and visiting ceramic production places. The awareness of tourists can be linked with the building blocks of the business model canvas of Lampang, the Cultural and Ceramic City. The main activities of this model were upgrading tourism while emphasizing delivering tourism value to tourists in the dimensions of the cultural city, the ceramic city, and the city of horse carriage. In addition, developing and promoting the ceramic industry as the main product of the province while preserving and continuing Lampang's horse carriage identity, which has been the only tourism identity in Thailand. Lastly, to develop infrastructure and facilities to support tourism in Lampang.
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