Development The Process of Buddhist Tourism Promotion In Mueang District, Nakhon Ratchasima Province.

Abstract

This research article aims to 1) study the context and situation of Buddhist tourism in Mueang District, Nakhon Ratchasima Province, 2) develop processes to promote Buddhist tourism in the area, and 3) strengthen the network of Buddhist tourism in Mueang District, Nakhon Ratchasima Province. This qualitative research collected data through document review, in-depth interviews, and focus group discussions with 25 key informants. Additionally, it studied model temples as examples to develop Buddhist tourism promotion processes.

The research findings revealed that:

1. Buddhist tourism in the area is not yet widely popular despite the high potential of religious sites and cultural capital. Tourists still lack sufficient knowledge and understanding of important temples such as Wat Phra Narai Maharaj, Wat Phayap, and Wat Chaeng Nai. This has caused the Buddhist tourism economy to concentrate in limited areas due to a lack of systematic promotion.
2. The development strategy for tourism promotion focuses on designing the “Ya Mo Pilgrimage Route,” linking the Ya Mo Monument with important temples and organizing religious activities and local rituals. The development is divided into two aspects: external development, using promotional media such as maps, brochures, and QR codes to increase awareness; and internal development, improving tourist sites in accordance with the unique identities of each temple.
3. The strengthening of the tourism network emphasizes collaboration among government sectors, private sectors, temples, and local communities, with clearly defined roles in management, activities, and promotion to ensure sustainable Buddhist tourism.