WATER ACTIVITY TOURISM MANAGEMENT MODEL: A CASE STUDY OF BAN THUNG RAK, KURABURI DISTRICT, PHANG NGA PROVINCE

Abstract

This study was a qualitative research whose purpose was to study the management model of water tourism activities and it was also a case study of Ban Thung Rak, Kuraburi District, Phang Nga Province. There were 22 main data informants and stakeholders consisting of Chaipattana Foundation, Phang Nga government agencies involved in policy making and tourism development in Ban Thung Rak, tourism entrepreneurs, and tour guides in Ban Thung Rak. Opened-ended questions were used to interview all informants and content analysis was used to analyze the data.  The data were then synthesized for possible issues to formulate water activities for tourism. Quantitative research and action research were then used by organizing water tourism activities at Ban Tung Rak.  The information on tourists’ opinions on water activities at Ban Thung Rak was then collected. 409 questionnaires were distributed and the data were analyzed by descriptive methods.

It was found that for water activities in Ban Thung Rak, tourism personnel should be prepared to organize water tourism activities by being trained, having field trips or being given knowledge concerning first aid and how to be good oarsmen or good guides. In addition, tourist attractions and infrastructure in Ban Thung Rak area should be upgraded to be accessible to welcome tourists. To tourism management, the community travel leaders should be prepared for tourist groups. Water management should consist of 1) management which includes systematic planning to provide services to tourists, community organizing water tourism activities, coordinating with government agencies and tourism entrepreneurs for exchanging tourist information among each other, quality control of tourism services and facilities; 2) tourism management of the community and people related to tourism to manage tourism activities, management of accommodation, transportation routes, transportation, and community product outlets, support to the knowledge and information on tourism to plan and improve tourism activities to meet the tourists’ needs; 3) government agencies’ tourism management focusing on coordination and cooperation among all units at all levels and the emphasis is on supporting tourism activities and integrating proactive management to provide quality tourist services.