CULTURAL HERITAGE TOURISM DEVELOPMENT IN SANGKHLABURI DISTRICT, KANCHANABURI PROVINCE, THAILAND

Abstract

Sangkhlaburi District, situated in Kanchanaburi Province on the border between Thailand and Myanmar, is a region with rich cultural diversity and significant potential for cultural heritage tourism. Despite its distinctive attractions—such as Wat Wang Wiwekaram, the Mon Bridge, and the Three Pagodas Pass—there is a lack of empirical research examining tourist demand and satisfaction in the area. This study explores the connections between tourism route development, marketing strategies, and tourist satisfaction to offer insights for sustainable tourism growth. A quantitative research methodology was utilized, employing structured surveys distributed to 400 tourists, both Thai and international, with data being analyzed through descriptive statistics and a one-sample t-test. The findings indicate that leisure and community-oriented tourism primarily drive visitation, while cultural and religious engagements yield the highest levels of satisfaction. Although promotional efforts from government and private sectors did not significantly affect tourist perceptions, personal interactions with tourism officials were found to be influential. The establishment of tourism routes and activities was shown to have a notable positive impact on tourist satisfaction (t = 11.927, Sig. = 0.000). Further strategic analysis emphasizes the significance of cultural, historical, and religious tourism, as well as the need for enhancements in infrastructure, service quality, and sanitation. The results highlight the necessity for integrated planning, capacity building, and digital promotion approaches to improve the destination’s competitiveness in the New Normal and Next Normal environments.