• Khittawan Vorakhutttanon bachelor degree
  • Sarun Widtayakornbundit
  • Sopitha Sawangwong


Distilled Spirits, Destination Management, Cultural Product, Crisis Management, Tourism


Legalizing community liquor production in Thailand could boost tourism. Improving products derived from agricultural resources benefits the economy despite strict regulations imposed by large capitalists. Thailand should focus on product diversity, adding value to agricultural products, and promoting cultural items to preserve native farming products and promote sustainable development. This research article investigates the development of tourist attractions centered around community-produced spirits in Thailand, using case studies as research guidelines. It delves into the critical success factors of the Thai distilled spirits business. The current Thai alcohol market needs more community spirits due to capitalist monopoly. The Thai alcoholic beverage market was analyzed, noting the lack of community spirits due to the monopoly held by capitalist spirit production. The literature focuses on agri-tourism and cultural tourism, emphasizing the need for applied knowledge management. The result recommends amending the community liquor production law to generate income for community members by utilizing local agricultural products. The paper also addresses problems related to alcohol crisis management in Thailand's destination management and suggests that government officials should adopt a more flexible legal approach. The focus of destination management for development lies in utilizing locally distilled spirits to promote tourism. However, government support and inadequate understanding of health impacts hinder the Thai distilled liquor market. Future measures include conducting a market survey and amending the law.


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How to Cite

Vorakhutttanon, K., Widtayakornbundit, S., & Sawangwong, S. (2023). THAI DISTILLED SPIRIT AS CULTURAL PRODUCT FOR LOCAL TOURISM DEVELOPMENT IN THAILAND. Academic Journal Phranakhon Rajabhat University, 14(2), 225–239. Retrieved from



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