Management of cultural tourism in Ban Toon, Muang District, Phayao Province, Thailand during the COVID-19 pandemic.

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The research aims to study the process of managing cultural tourism in the community and assess the socio-economic impact on the community with the help of eight key contributors to the project who play an essential role in the implementation of cultural tourism management. We prepared field notes from interviews and observations, and provided details from data collection (in the form of transcripts). Thematic analysis was employed to answer the research questions using a content analysis tool to obtain the community context in cultural tourism and tourism management dimensions. Participatory Action Research (PAR) was employed to meet the needs of stakeholders and test tourism routes through such routes. The tourism route development was evaluated using descriptive statistics. There is one new cultural tourism route and the process of managing cultural tourism developed community-level organizations with spiritual leaders as the main advisors. The result of the net present value (NPV) analysis is 917,149 baht or 27,792$. The return from the implementation of this project (the internal rate of return (IRR)) is 11.32%. In addition, the ratio of the sum of the present value over the life of the project to the sum of the present value of the cost over the life of the project is 2.45 times, giving the project, if continued, an income 2.45 times greater than its expenditure. Cultural tourism management in Ban Toon, Muang District, and Phayao Province during the COVID-19 pandemic can be used as a guideline in other communities with similar contexts.