CREATIVE AND INNOVATIVE SERVICES THAT LINK THE LOCAL CULTURE OF THE PROVINCE GROUP "NAKHRA THANI" TO PROMOTE COMMUNITY TOURISM

Abstract

The present study aims to 1 ) investigate the unique cultural practices of the "Nakhra
Thani" province group. 2) to research the requirements visitor expectations and experiences in
the "Nakhra Thani" provinces and surrounding areas, and 3 ) to create a model for innovative
service delivery by connecting the local cultures of the "Nakhra Thani" provincial group.
Qualitative research is the research paradigm to makes use of the ideas of culture, community
tourism, innovation, and creative services. In Udon Thani Province, sports and tourism
constitute the primary research areas. Thailand's Tourism Authority Udon Thani Office
Provincial culture: Udon Thani, Nong Khai, and Bueng Kan, as well as local government
officials and business owners Udon Thani Provincial Tourism Business Association, Nong
Khai, Bueng Kan, 400 tourists, a sample group of 12 persons, and travelers in the Nakara Thani
group in-depth interviews were used as a research tool. According to the study's findings,
innovative approaches can be used to improve and sustainably alter the environment in the
research provinces by combining information from both service innovation and research to
improve the province's residents' standard of living in the research region to promote
sustainability. This involves advocating for policies that have a broad influence and developing
a new kind of community that serves as an example for other communities and provinces in
the vicinity. Knowledge from the local wisdom culture transformed into innovation moving
toward being an artistic community.