BUDDHADHAMMA INTEGRATION FOR PROMOTING CULTURAL TOURISM MANAGEMENT IN KANCHANABURI MUNICIPALITY

Abstract

This study aimed to 1) examine cultural tourism management by Kanchanaburi Municipality 2) investigate the factors predicting cultural tourism management within Kanchanaburi Municipality and 3) propose an integrated application of Buddhist principles, particularly the Four Sappaya principles, to enhance cultural tourism management. A mixed-methods research design was employed. In the quantitative component, the population comprised residents of Kanchanaburi Municipality. The quantitative sample consisted of 394 residents selected through proportionate stratified random sampling, with simple random sampling conducted within each stratum. In the qualitative component, 18 monastic and lay key informants and 10 experts were selected through purposive sampling. Data were collected using a questionnaire, in-depth interviews, and focus group discussions. Quantitative data were analyzed using descriptive statistics and stepwise multiple regression analysis, whereas qualitative data were analyzed through content analysis.

The research findings revealed that:

1) the overall level of cultural tourism management by Kanchanaburi Municipality was high (= 3.70, SD = 0.84). Among the dimensions examined, sustainable tourism development grounded in Thai identity and ways of life received the highest mean score (= 3.85, SD = 0.80)  2) the tourism management components significantly predicted cultural tourism management, collectively accounting for 46.60% of the variance after adjustment (adjusted R² = 0.466). Community management had the largest standardized regression coefficient (β = 0.318). Similarly, the Four Sappaya principles collectively accounted for 43.30% of the variance after adjustment (adjusted R² = 0.433), with Puggala Sappaya having the largest standardized regression coefficient (β = 0.341) and 3) the qualitative findings informed the development of the Sappaya–Participation–Cultural Tourism Management Model (SPC Model). The model conceptualizes the Four Sappaya principles as quality criteria and stakeholder participation as the mechanism through which these criteria are translated into joint decision-making, collaborative implementation, joint monitoring and evaluation, and equitable benefit sharing. Cultural tourism management processes serve as operational mechanisms for developing high-quality tourism destinations, generating balanced economic value, ensuring the equitable distribution of tourism-related income and benefits, and fostering sustainability grounded in local identity.