Strategic Management of Community Cultural Tourism Destinations in Tha Chang District, Sing Buri Province

Abstract

This research aimed to: 1) study the potential of community cultural tourism destinations in Tha Chang District, Singburi Province; 2) analyze the SWOT of these destinations; and 3) formulate management strategies. The study employed qualitative research methods, utilizing semi-structured interviews and focus group discussions with 15 key informants from public, private, and community sectors. The findings revealed three key aspects. First, the destinations possessed all four tourism components (4As): attractions, accessibility, amenities, and ancillary services. Second, the SWOT analysis identified strengths in national recognition, weaknesses in connecting primary and secondary attractions, opportunities in growing cultural tourism interest, and threats in lack of concrete policy implementation and budget constraints. Third, the TOWS Matrix analysis generated eight strategies: SO strategies focusing on online promotion of cultural tourism content, tourism product and service standardization, and tourism route development; ST strategies emphasizing local curriculum development for youth and public funding ; WO strategies targeting community skill development and infrastructure improvement; and a WT strategy addressing connecting primary and secondary tourist attractions.