THE STUDY ON THE GUIDELINE FOR POTENTIAL DEVELOPMENT OF TOURIST ATTRACTION ACCORDING TO THE OPINION OF THAI TOURISTS FOR SUSTAINABILITY UNDER THE PROJECT OF INCREASING WATER IN THE MAE KUANG RESERVOIR OF UDOMTHARA DAM, CHIANG MAI PROVINCE

Abstract

This research aims to study the guideline for potential development of tourist attraction according to the opinion of Thai tourists for sustainability under the project of increasing water in the Mae Kuang reservoir of Udomthara dam, Chiang Mai. Population and sample were the Thai tourists who visited the target area of the project. Random sampling was selected using a purposive sampling technique to set the quota of 300 samples. Questionnaire was used to collect data. The results showed that the potential of tourist attraction in overall was at low level (  = 3.37, S.D. = 1.14), anyway, in terms of attractiveness (  = 3.37, S.D. = 1.14), in terms of accessibility (  = 3.52, S.D. = 1.21), and in terms of marketing (  = 3.60, S.D. = 1.11) were agreed at quite high level. While the potential in terms of facility (  = 3.09, S.D. = 1.28), in terms of tourist management (  = 3.11, S.D. = 1.14), and in terms of safety (  = 2.92, S.D. = 1.05) were agreed at a relatively low level. The guideline for potential development should focus as follows: 1.) Promoting the attraction to create a local cultural image. 2.) Promoting tourism with modern marketing. 3.) Promoting creative tourism through the involvement of the community. 4.) Promoting tourism cluster linkage between provinces and regions. 5. Focusing on creating the good impression among tourists. 6.) Encouraging the personnel of the tourist attraction to have knowledge in service and safety to meet the standard of tourism.