TOURISM STRATEGY FOR VALUE ADDED INCREMENTS FOR HOTEL AND RESTAURANT SERVICES IN SUPHANBURI

Abstract

The objectives of this study were: 1) to study value added increments for hotel and restaurant services in Suphanburi province, 2) to study the effectiveness of the tourism strategy, 3) to study the relationship between the effectiveness of the tourism strategy and the value added increments for hotel and restaurant services in Suphanburi province, and 4) to propose a model of a tourism strategy which is conducive to value added increments for hotel and restaurant services in Suphanburi province. The population used in the study were 214 hotels and restaurant operators in Suphanburi province. The samples were 97 hotel operators and 117 restaurant operators. The results of the study found that:

1. The level of effectiveness of the tourism strategy had a high average of 3.71, followed by an average of conservative tourism center strategy with 3.67, a natural resource and environment recovery strategy with 3.71, an average eradication of community poverty strategy with 3.74, a internal and external market incentive strategy with 3.70, a tourism operator development strategy with 3.74, respectively.

2. The level of value added increments for hotel and restaurant services in Suphanburi province had a moderate average of 3.39, followed by an average income of business operations with 3.47, an average expenditure with 3.29, and an average price fo services of 3.40.

3. The hypothesis test of the relationship between Tourism strategy and value added increments for hotel and restaurant services in Suphanburi province revealed that: the relationship between tourism strategy comprising of eco-tourism center strategy, natural resource and environment recovery strategy, eradication of community poverty strategy and tourism operator development strategy and value added increments for hotel and restaurant services in terms of business operation income and expenditure had a positive moderate level with a canonical correlation at 0.523.

4. The result of the path analysis was as follows: Tourism strategy in terms of conservative tourism center strategy had no direct influence on income increases and the expenditure of the business operations, but it had an indirect influence through qualified and standard tourist attraction management on income increases and expenditure. The strategy for natural resource and environment recovery had no direct influence on income increases and the expenditure of the business operations, but it had an indirect influence on expenditure through sustainable natural resources and environment recovery and tourism potential increases in the present and the future. The strategy in community poverty eradication through tourism had no สุทธิปริทัศน์ ปีที่ 29 ฉบับที่ 90 เมษายน - มิถุนายน 2558 163 direct influence on the income and expenditure of business operations, but it had an indirect influence on people’s income from tourism. The strategy for tourism operator development had no direct influence on the income of business operations, but it had an indirect influence through sustainable human resources in tourism and expenditure increases.