Guidelines to Create Value-Added for Product and Service of Community-Based Tourism, Study Case for Phatthalung Province

Main Article Content

Ratirath Na Songkhla
Noparath Na Songkhla

Abstract

This study is qualitative research that applies the model of Participatory Action Research (PAR). It aims to 1) study the marketing situations and problems of the products and services of community-based tourism in the Phatthalung province and 2) study tourists' needs and behaviors in making purchasing decisions toward products and services of community-based tourism in the Phatthalung province. The study results would be useful as a guideline for creating value-added products and services for community-based tourism in the Phatthalung province. The main informants are 40 people, including a group of 30 community leaders in the Phatthalung province and 10 people from tourism-related parties. The researcher organizes a focus group discussion and uses the concepts of SWOT analysis and Ansoff's matrix as discussion tools. Then, the results are synthesized and summarized.


From the study results, the concept of "Kon Wai Guo Tong Mueng Guo (senior tourist traveling antique city)" is proposed and is in line with the vision of the Phatthalung province regarding the approach to creating value-added products and services in community-based tourism in the Phatthalung province. In addition to the above-mentioned tourism concept, community-based tourism in the Phatthalung province should organize tourism activities emphasizing building the experiences of tourists with the host and the community through experimenting with the local lifestyle, so that it truly meets the needs of tourists.

Downloads

Download data is not yet available.

Article Details

How to Cite
Na Songkhla, R., & Na Songkhla, N. (2022). Guidelines to Create Value-Added for Product and Service of Community-Based Tourism, Study Case for Phatthalung Province . Journal of Thai Hospitality and Tourism, 17(2), 45–55. Retrieved from https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/248483
Section
Research Article

References

Ansoff, H. I. (1987). Corporate Strategy. London : Penguin.

Choibamroong, T. (2008). Developing and Promoting Area-Based Sustainable Tourism of Five Southern Provinces : Songkhla, Nakhon Si Thammarat, Phatthalung, Satun and Trang. Retrieved from https://elibrary.trf.or.th/project_content.asp?PJID=RDG5150024

Humphrey, A. (1960). SWOT Analysis for Management Consulting. MA : SRI International.

Jussapalo, C. (2018). Development of Tourism Potential in Local Identity and Livelihood along Lake Basin : Nakorn Sri Thammarat, Phatthalung and Songkhla. Paper Presented in the International and National Conference in Business Administration and Accountancy 2018, Khon Kaen, Thailand.

Kongrode, J. (2020). Demands of Tourists toward Creative Tourism of Khlong Pa Payom and Khlong Ta Nar Basin Communities, Phatthalung Province. Parichart Journal, Thaksin University, 33(2), 110–116.

Lapie, A. (2019). The Development for Tourism Strategic Management Proposed Policy of Local Government Organization in Songkhla Lake Basin. Ratchaphruek Journal, 17(1), 11–18.

Manirochana, N. (2017). Community-Based Tourism Management. Journal of International and Thai Tourism, 13(2), 25–46.

Ministry of Tourism and Sports (MOTS). (2014). Guide for Quality Standard Inspection of Natural Hot Springs Health Tourism Sites. Bangkok : the War Veterans Organization of Thailand.

Na Songkhla, R., Wanvijit, W., Charoenboon, C. & Ninaroon, P. (2021). The Marketing Efficiency Development to Create Value-Added for Product and Service of Community-Based Tourism: Case for Phatthalung Province. Journal of Environmental Management and Tourism, 1(49), 266–276.

Office of Tourism and Sports Phatthalung Province. (2019). A Summary Report of the Type of Community Enterprise that Has Been Approved for Registration Classifies by Area at the Provincial Level (Phatthalung). Retrieved from http://smce.doae.go.th/

Phatthalung Provincial Industry Office. (2019). Documents for Use in the Integration of the Phatthalung 4-Year Development Plan (2018–2021) Phatthalung Province Yearly Review for the Fiscal Year 2019. Retrieved from https://phatthalung.industry.go.th

Sungrugsa, N., Plomelersee, S. & Warabamrungkul, T. (2016). Styles and Behavior in Slow Tourism for Senior Tourists in the Thai Western Region. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 36(2), 1–19.

Thangchan, W., Suvachart, N. & Srikamporn, T. (2014). Progress Indicators for Measuring I-san Cultural Tourism along the Mekong River Border for Sustainable Tourism Development. Paper Presented at the Graduate Research Conference 2014, Khon Kaen University.