Cultural Tourism Models for Enhancing the Quality of Thai Tourism

Abstract

This study examines the development of cultural tourism models to enhance the quality of Thai tourism by addressing challenges related to cultural authenticity, infrastructure, and sustainability. Using a mixed-methods approach, the research incorporated qualitative data from interviews and focus groups with stakeholders, alongside quantitative data from a survey of 400 participants, including tourists, local residents, and industry professionals. The findings reveal that cultural authenticity, community involvement, and adequate infrastructure are critical factors influencing the quality of cultural tourism. Challenges such as cultural commodification and uneven benefit distribution were identified as significant barriers to improvement. Two models were proposed: The Community-Based Cultural Tourism Model, which emphasizes local community engagement through training programs, revenue-sharing mechanisms, and cultural centers to preserve and showcase heritage; and the Integrated Cultural Tourism Framework, which aligns stakeholders, incorporates digital platforms to enhance visitor experiences, and ensures sustainability through regular assessments. Both models were validated through stakeholder workshops, highlighting their feasibility and potential impact. These findings provide a strategic foundation for policymakers and practitioners to develop a sustainable and high-quality cultural tourism industry that aligns with global best practices.