O Desenvolvimento do Turismo Sustentável para a Promoção da Cultura na Área Local: Estudo de Caso Distrito de Nong Sung, Província de Mukdahan, Tailândia

Purpose: This research aimed 1) to explore the geographical and cultural aspects of the area; 2) to design and create a sustainable tourism model; and 3) to suggest a development model to generate income, increase well-being in the community, and transfer lessons learned to other areas. Method: This research employed realist ethnographic approach collecting data from observation and focus groups of District Chief, Deputy District Chief, senior villagers, and villagers. The researcher describes and interprets the shared and learned patterns of values, behavior, belief and language to create and design a sustainable tourism model to support Phu Thai cultural tourism. Result and Conclusion: The results showed that the Nong Sung district’s geography consists tiny valleys that surround in all four directions and has a creek through during the rainy season. The valleys have waterfalls flowing all year. Specifically, the ethnic identity of the Phu Thai people becomes the basis of cultural tourism management. As one of the Northeast's best traditional communities in terms of way of life, traditions, religious beliefs, and customs, this community has national recognition as a top tourist destination. Interestingly, the cultural town showed the unique nature of the area by significantly integrating government policies and traditional ways of life. Research Implications: Phu Thai community at Nong Sung is the key actor for this sustainable tourism model. Phu Thai culture, dress, food, lifestyle and language are the key elements for Phu Thai community sustainable and cultural tourism. The creation of signage and resources for tourist attractions should obviously be provided. Finally, the younger generation should inherit the valuable culture, especially the Phu Thai language and cultural traditions. Originality/Value: Phu Thai in Northeastern part of Thailand is sustainable traditional tourism community that delivers traditional way of life, religious beliefs and customs to promote local cultures, especially the Phu Thai language.