THE COMPETITIVENESS MODEL OF CULTURAL TOURISM IN AYUTTHAYA PROVINCE FROM A SERVICE PROVIDER’S PERSPECTIVE

Abstract

           The objective of this article were to study the components of the model, develop a model and evaluate the competitiveness model of cultural tourism in Pha Nakhon Si Ayutthaya Province, from a service provider perspective. By using a mixed research method the target group were Luminaries of 8, 17 experts. The samples group were 136 involved. The sample size was determined from the Taro Yamane formula (1973) by random sampling and simple randomization. The tools used are content analysis. Structured interview Estimate scale type questionnaire. The statistical questionnaire was examined: frequency, percentage, mean, standard deviation, median, inter-quartile range, and multiple regression analysis. The results of the research were as follows: The competitive model of cultural tourism in in Pha Nakhon Si Ayutthaya province from a service provider perspective consists of 3 main components and 12 key factors including Facilities, Transportation, Hospitality, Public relations. The cultural tourism consists of management, technology, politics, law, The competitiveness comprise of tourism product and service development, Sustainable tourism development Local community participation which has been certified by an expert. The model confirmation results were found to be appropriate. The possibilities are on a large scale. The hypothesis testing results showed that the service of cultural tourism sites in hospitality was transportation facilities environment of cultural tourism in technology, law, management that affect the competitiveness of cultural tourism. At the statistical significance level of .05.