CREATING VALUE FOR THE TRADITIONAL FISHING LIFESTYLE THROUGH EXPERIENCE-BASED TOURISM ACTIVITIES: A CASE STUDY OF THE KWAN PHAYAO COMMUNITY

Abstract

This qualitative research aims to 1) investigate the potential for experience-based tourism management in the area of Kwan Phayao community, and 2) create value for the traditional fishing lifestyle in the Kwan Phayao community through experience-based tourism activities. Key informants consisted of two groups: 6 government officials and 20 local residents, totaling 26 participants. Data were collected through semi-structured interviews and non- participatory observation and analyzed using content analysis. The findings reveal that the community possesses potential for experiential tourism management across five key aspects: 1) accessibility of tourist attraction 2) facilities at tourist attraction 3) tourism value and attractiveness 4) the environment of tourist attraction and 5) management and local community participation in tourist attraction. These potentials highlight the community's distinctive value and the appeal of its fishing lifestyle; however, challenges in environmental and asset management persist. Based on these potentials and challenges, four experiential-based tourism activity bases were designed: the fish house creation; the natural resources conservation and the lifestyle preservation; Making the local food; Weaving the fishing handicrafts. This approach creates value for the traditional fishing lifestyle by enabling tourists to participate in problem-solving, which aligns with the creative economy concept of transforming stories and content into marketable products.