The Development Guidelines of Cultural Tourism Management in Songkhla Old Town, Bo Yang

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Sarawatsadee Nawakanworrakul
Assistant Professor Dr. Duang-ngern Suepakdee


The purpose of this research was 1)to study and analyze the internal and external environments of cultural tourism in Songkhla Old Town, Bo Yang and 2) to present the development guidelines of cultural tourism management in Songkhla Old Town, Bo Yang. It was qualitative research to study the internal and external environments (SWOT) of the cultural tourism in Songkhla Old Town, Bo Yang by matching analysis (TOW Matrix). There is an in-depth interview 17 people consisting of governmental sectors, private sector, academics people and community. A focus group has 8 people who was from government organization, private organization, local people and scholars in order to lay down guidelines on cultural tourism management from eight people who have background knowledge or experiences of the similarities of cultural tourism in Songkhla Old Town, Bo Yang. The finding showed that the development guidelines of sustainable cultural tourism management in Songkhla Old Town were as follows: 1) SO strategies were to promote and develop a varieties of cultural tourism to reach the international standards , to develop a cultural tourist routes in multiple dimensions and to develop the human resource development for cultural tourism 2)WO strategies were to  the infrastructure and tourism facilities for regional tourism linking as well as the interpretive tools for cultural tourism 3) ST strategies were to promote the confidence for life safety and security and to promote the Creative Tourism, lastly 4) WT strategies was to promote the Community–Based Tourism. The strategies went through a management process based on PDCA management theory, and tourism stakeholders must be involved in every process.


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