Abstract:

Historical tourism means excursions to archaeological and historical sites to admire and enjoy in their sights, this will enable tourists to gain knowledge, have an understanding of local history and archeology, the basis of responsibility, and be conscious of the preservation of cultural heritage and the value of the environment with the participation of local residents. Therefore, this research aimed to (1) survey the behavior of Thai tourists, (2) analyze Business Model Canvas, (3) develop community tourism products, and (4) transfer knowledge and experiment on the Khlong Chik community tourism route, which this study was conducted in the area of Khlong Chik community, Khlong Chik subdistrict, Bang Pa-in District, Phra Nakhon Si Ayutthaya province. This is the mixed research methodology both quantitative research and qualitative research based on participatory action research (PAR). The data will be analyzed by descriptive statistics and content analysis. The research found that (1) most of the tourists were female, aged 31-40 years, lived in the central region, graduated with a bachelor's degree, employed in private organizations, earning less than 20,000 baht per month, like to travel to the north, often travel in winter, travel to the Klong Chik community for the first time, a single day trip, and the objective is to travel, researching information from social media, traveling by private car, traveling with friends, customizing travel programs according to your own preferences, choosing to travel according to your convenience, enjoying the natural lifestyle, community, choose to stay at a hotel, like local food, average cost less than 3,000 baht per time, likes impressive beauty, good atmosphere, interested in the beauty of nature, likes to touch the natural atmosphere. However, overall tourism satisfaction is high, there are differences in the styles of travel and food choices, Satisfaction in community tourism is different in every way, different opportunities to visit, and satisfaction with community tourism expenses are different. 2) Business Model Canvas analysis revealed that the strength of driving the tourism business is having a network of Khlong Chik community tourism both in the public and private sectors, thus the main activities for promoting tourism are tourism products such as souvenir products, tourism programs, and tourism routes in Khlong Chik community. However, the main target groups in tourism are general tourists and community study visits, which can be regarded as promoting and supporting the community to have another business income, at the same time, it also helps to increase distribution and management channels, and reach more customers by using business models to drive tourism business development. 3) Tourism products such as Red Lotus tea products, Cookies products from Red Lotus, Khlong Chik community tourism program, and Khlong Chik community tourism routes. 4) Knowledge transfer and experimentation on tourism routes, it was found that the community applied knowledge to manage tourism by the community to enhance the quality of life of the people in the community, as well as those who are involved have applied the knowledge gained from the research process to benefit the driving of tourism in the community until it can generate income and drive the economy in the community sustainably

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