An Agricultural Community as a Tourism Destination: Baan Pihuchang as a Case Study

Abstract

Baan Pihuchang is one of the districts in Nakhon Pathom Province, 
Thailand.  Interestingly its community has a unique ethic group called Tai Song 
or Thai Song Dum who have migrated from China, Vietnam and Laos since the time 
of King Rama V. The objectives of this research were to study the identity of 
Baan Pihuchang and identify key strategies for future tourism promotion. This 
research used qualitative research based on field work, observations, in-depth 
interviews, focus groups, documents and a literature review coupled with a 
tourism standard evaluation form to ensure the quality of the research.  The 
findings showed that Bann Pihuchang is an agricultural community engaged in 
farming, growing plants and vegetables, selling shrimp and fish. This Tai Song 
community has strongly preserved its own culture and tradition. Since Baan 
Pihuchang has not been yet recognized by the general public and to successfully 
promote an agricultural community like Baan Pihuchang, there must be strong 
involvement from a Sub-District Administrative Organization, a community leader, 
the public and private sectors and higher educational institutes to 
cooperatively work, research and identify strategies. Promoting Baan Pihuchang 
as a future tourism destination creates the need to serve a niche tourist market 
including home stay, green tourism, and cultural tourism campaigns.   E-tourism 
needs to be deployed for tourism promotion.