The Potentiality Development of Local Guide and Community Based Tourism in Plaklao Community, Amnatcharoen Province, Thailand for Increasing Competitive Capacity in ASEAN Economic Community

Abstract

This research aims to (1) survey and gathering the knowledge of cultural tourism resources and local guides in Plaklao community in Amnatcharoen province, Thailand, (2) examine for the potentiality of local guides and community based tourism management in Plaklao community and (3) propose the policies to develop the local guides potentiality and community based tourism management for increasing competitive capacity in Asian Economic Community through
benchmarking with local guides and community based tourism management in Banteay Chhmar community based tourism, Banteay Meanchey Province, the Kingdom of Cambodia as one of the best practice in community based tourism management. The researcher used research instruments comprising of questionnaires, focus group, participatory action research: PAR, benchmarking with the best practices (Banteay Chhmar community based tourism) and pilot tests
with community based tourism (CBT) in Plaklao village, Amnatcharoen province. The results of the research found that the knowledge of cultural tourism resources and local guides in Plaklao community comprised of local museum, local arts and handicraft, including local music and dance, and local architecture. For the local guides in Plaklao community, most of them were good in tourism information and service but they still lacked of touring skill and communicative skill, especially English communication. In terms of the potentiality of local guides, they were good in tourism knowledge. However, for academic skill, transfer in-out, touring, and the role of tourism interpretation, their skills were intermediate level. Therefore, due to the results of SWOT analysis and TOWS matrix, the researcher could draft the development policies to increase potentiality of local guides in Plaklao community for increasing competitive capacity in Asian Economic Community through benchmarking with the best practices (Banteay
Chhmar community based tourism) with 6 policies; (1) to cooperate marketing management with outside government and private organizations, (2) to create and strengthen cultural resources identity and promote as a tourism highlight, (3) to create a local guides training course for young generation, (4) to apply a management information technology for public relations and marketing management, (5) to promote local participation in community based tourism management, and (6) to expand target market to Asian countries. These policies could be implemented through the strategies from SWOT analysis and TOWS matrix.