Guidelines for Developing Beaches for Tourism in Chonburi Province

Abstract

The objectives of this research are 1) to study the level of beach development for tourism in Chonburi Province. Leadership of tourism agency executives, government policy, marketing strategies and public participation 2) to study the causal factors of leadership of tourism agency executives, government policies, marketing strategies and public participation that influences the development of beaches for tourism in Chonburi Province and
3)to study guidelines for beach development for tourism in Chonburi Province. This research is a combination of quantitative and qualitative research. Quantitative research has a sample group: A sample of 400 households aged 18 years and over living in areas with beaches in Chonburi Province was sampled. The sample size was determined using the criterion of 20 times the observed variable. Stratified random sampling Use questionnaires to collect data. Data were analyzed using structural equation modeling. for qualitative research Data were collected through in-depth interviews, consisting of officials from the Chonburi Provincial Tourism Office. Officials of local government organizations and the Pattaya Special Administrative Organization Government officials involved in tourism promotion Tour operator People's representative in the beach area Representatives of tourists traveling to the beach area in Chonburi Province totaled 18 people and analyzed the data using content analysis.

The results of the research found that 1) development of men for tourism in Chonburi province public participation and marketing strategies are at the highest level of importance, while government policies and leadership status of tourism agency executives There are opinions at a high level. 2) Government policy has the greatest overall causal influence on the development of men for tourism in Chonburi Province, followed by: government policy, leadership of tourism agency executives, and public participation, respectively, and 3) obtain guidelines for developing men for tourism in Chonburi Province It is characterized by images, charts, diagrams, illustrations of government policies. The one with the most total influence is the driving force at the bottom. Marketing strategy and Leadership of tourism agency executives is at the center and public participation. Promoted at the top level as well. In addition, the development of men for tourism in Chonburi Province Must include cleanliness and the availability of public utilities. traffic flow and safety Research results are beneficial to Agencies related to tourism promotion use information obtained from beach development guidelines for tourism in Chonburi Province. To be a model and guideline for developing beaches for tourism in Chonburi Province even further.