POTENTIALITY OF TOURISM IN PHATTHALUNG PROVINCE
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Abstract
Potentiality of Tourism in Phatthalung Province
Abstract
This research aims to examine Tourism resources in Phattalung province. This research is qualitative research. The researcher studies documents and interviewed stakeholders from
all sectors, including government, private sector, community leaders and academics In Phatthalung province and assess tourism potential by analyzing the SWOT environment in Phatthalung province and creating TOWs. According to SWOT analysis, it was found that Phatthalung province has outstanding tourism resources such as natural tourism resources, cultural tourism, local festival, diversity of tourism activities and tourism services. Regarding to the weaknesses, it was found that some tourist areas are decadent, lack of skilled labor in tourism development. Regarding to the opportunities, it was found that the government policy that promotes Phatthalung province as a new tourism city.
According to the obstacles, it was found that the epidemic (COVID19), natural disasters affecting tourism in Phatthalung province. Summary of TOW Matrix analysis of Phatthalung province, according to the proactive strategy it was found that tourism should be developed in various fields due to Phatthalung province having a variety of tourism resources. Regarding to the strategic solutions, digital marketing should be planned and invaded Hi- end tourist market such as China, India including support to educate local people to prevent contact, such as COVID19 as well as encouraging the government to work with the public to be an eye on terrorist threats. And finally, reactive strategy creates cooperation between the public and private sectors, including local people in dealing with epidemics educate local people on the conservation of local cultures.
Keywords: Tourism resources, Tourism Potentiality, Phatthalung province
Article Details
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The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
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