A Study of Cultural Tourism Management Strategies in the Thailand Riviera

Abstract

The objectives of this research were 1) to synthesize information about cultural tourism management in Thailand. and synthesize information on Riviera tourism management abroad; 2) analyze strengths, weaknesses, opportunities and obstacles of cultural tourism resources; in the Thailand Riviera Tourism Area in Phetchaburi Province Prachuap Khiri Khan, Chumphon and Ranong 3) formulate cultural tourism management strategies in the Thailand Riviera Tourism Area By using a qualitative research method to ask key informants. which is a group of knowledgeable experts Specialized experience in the development of tourism in Thailand Riviera of 17 government agencies by purposive selection, conversational data collection by in-depth interview and data analysis using Content Analysis. The results of the research revealed that the cultural tourism strategy formulation in the Thailand Riviera Tourism Management Area The results of the content analysis revealed that Local movement is a stimulus for people's participation in society and the community. Tourism communication helps to enhance the image of tourist attractions. Tourism Motivation requires a strategy of attraction, motivation, and influencers. Identity support will reflect the way of life of the people in the community and creating outstanding tourism destinations It is the process of creating a distinctive destination that meets the needs of tourists from the SWOT Analysis. All 4 provinces are outstanding in culture, way of life, and diverse in resources. But there is a lack of public relations and budgets and there is a promotion from the government according to various policies, as well as the situation of the corona virus 2019 (Covid-19) causing tourism to stop. From the analysis of TOWS Matrix analysis, there are 5 main strategies. Local Movement Social Communication Tourism Motivation Identity Support and Travel Destination These strategies will serve as guidelines for formulating cultural tourism strategies. in the Thailand Riviera tourism area next