THE KNOWLEDGE MANAGEMENT OF LOCAL WISDOM HERITAGE FOR ENHANCING THE CULTURAL TOURISM MANAGEMENT OF KHANOM LA, NAKHON SI THAMMARAT PROVINCE

Abstract

This research aimed to: (1) examine the current conditions of the local wisdom heritage related to Khanom La culture; (2) study tourists’ attitudes toward Khanom La cultural food tourism; and (3) develop a knowledge repository of local wisdom to enhance the management of Khanom La cultural food tourism in Nakhon Si Thammarat Province. This study employed a mixed-methods approach. The sample consisted of 18 key informants who were stakeholders involved in Khanom La cultural tourism and 400 tourists. The key informants were selected through purposive sampling, while the tourists were selected through accidental sampling. The research instruments included semi-structured interviews, questionnaires, and focus group discussions involving 9 participants. Qualitative data were analyzed using content analysis and presented in descriptive form, whereas quantitative data were analyzed using percentage, mean, and standard deviation.

The findings revealed that: (1) Khanom La has distinctive characteristics and is used in ritual practices during the Sart Duen Sib Festival, reflecting beliefs, faith, and gratitude toward deceased ancestors. As it is mainly produced and sold as a souvenir during the festival period, the number of producers in the community may be declining. In terms of cultural tourism potential, tourists visit historical sites that bear traces of civilization and participate in activities that have been passed down from generation to generation. The production of Khanom La represents a traditional occupation that preserves local cultural ways of life and reflects the accumulation of unique local skills and experience. (2) Tourists’ attitudes toward Khanom La cultural food tourism were at a high level in all aspects, including promotion and conservation, information awareness, creative participation, preference and interest, and tourist experience. (3) The knowledge repository of local wisdom developed to enhance the management of Khanom La cultural food tourism in Nakhon Si Thammarat Province consists of knowledge management for Khanom La cultural heritage, a guidebook for Sart Duen Sib rituals, and a cultural tourism handbook. These serve as important databases for knowledge transmission, preservation, and the development of cultural food tourism activities, helping to add value to the community and support sustainable tourism.