An approach for enhancing the tourism value chain: A case of Nakhon Nayok province, Thailand

Abstract

This research was aimed at examining the tourism value chain in Nakhon Nayok and proposing an approach for enhancing the tourism value chain in the province. It adopted qualitative method research. In-depth interviews and focus group served as research instruments for data collection. Also, non-participant observation was included. Community leaders, community enterprise leaders, and people from public and private sectors involved in Nakhon Nayok’s tourism activities were key informants of this research. Content analysis was utilized to perform data analysis. The findings indicated the activities in the tourism value chain in Nakhon Nayok had added and developed value to its tourism products. Those activities were tourist attractions, access to tourist attractions, accommodations, tourism activities, and tourism facilities. Physical tourism products, tourism revenues, and delivery of tourism experience to the tourists were identified as the primary activities that added value to Nakhon Nayok’s tourism sector. Meanwhile, support activities were those that added value to the primary activities of Nakhon Nayok’s tourism value chain efficiently. Moreover, an approach for enhancing the tourism value chain in Nakhon Nayok was proposed. The tourism value chain development goals must be defined to correspond to the province’s tourism development strategies. Besides, selected tourism and services development projects should follow the standards of tourism practices and the province’s development goals.