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