RELEVANT FACTORS AFFECTING THE SUSTAINABLE DEVELOPMENT OF CHANTHABURI TOURISM INDUSTRY

Abstract

The objectives of this research article were to study 1) the level of the sustainable tourism industry development in Chanthaburi. 2) the level of relevant factors affecting the sustainable tourism industry development of Chanthaburi. 3) the development guideline for sustainable tourism industry development of Chanthaburi. This research was quantitative and qualitative research. The sample was 400 people aged 18 years old and over in Chanthaburi and 15 entrepreneurs from both the public and private sectors. The tool used were a questionnaire and in-depth interviews. The data analysis tools included percentage, frequency, mean, standard deviation, and multiple regression analysis. The findings revealed that: 1) in overall, the level of the development of the tourism industry was at   a moderate level. When considering each aspect, it was found that tourism development was at a high level followed by sustainable tourism, tourism business and tourism management, respectively. 2) in overall, the level of relevant factors affecting tourism industry development were at a moderate level. When considering each factor, it was found that the participation factors were at a high level followed by utilization factors, cognitive factors and benefit factors, respectively. 3) development guideline for sustainable tourism industry development, tourism agencies should prioritize, analyze, follow up and evaluate activities of citizens and entrepreneurs to enhance participation and cooperation towards sustainable tourism development in Chanthaburi, should increase opportunity for people to participate in tourism activities such as hotel club committees, entrepreneur representatives, voluntary tour guides, attend various seminars, being educated and trained in tourism.