Administration Tourism in the Armyland at 7th Infantry Division Donkeaw Subdistrict, Maerim, Chiang Mai

Abstract

This research on tourism management within the military zone of the 7th Infantry Division, Don Kaeo Subdistrict, Mae Rim District, Chiang Mai Province, aims to 1) examine the tourism context of the 7th Infantry Division, 2) analyze the environment surrounding tourism management at the 7th Infantry Division, and 3) establish strategies for tourism management within the military zone of the 7th Infantry Division. The participants included 1) 12 civil affairs officers and department heads and 2) 25 operational staff members responsible for area maintenance. Data were collected using questionnaires and interviews.

The findings from the environmental analysis and TOWS Matrix reveal that tourism attractions within the military zone possess both strengths and limitations. Thus, a defensive (ST) strategy is recommended for tourism management. Appropriate methods include 1) leveraging military identity and available resources, 2) optimizing tourism capacity to ensure adequate support, 3) attracting tourists by tapping into the trend of spiritual tourism (Mu-Te-Lu), 4) promoting and developing tourism programs that invite agencies and individuals interested in the King’s Philosophy, Sufficiency Economy Philosophy, and the Royal Thai Army's "Good Soldier Project" to participate in study visits for future application, 5) organizing activities for festivals or significant dates, 6) incorporating applications to facilitate bookings, 7) reducing booking steps and wait times, 8) deploying a water security team to safeguard tourists, 9) establishing photo booths or signage, offering discounts or souvenirs to tourists who take check-in photos to boost word-of-mouth promotion, and 10) publicizing tourism activities under the theme “Fun, Challenging, Worthwhile, and Safe,” in collaboration with the Army’s Office of Tourism and Sports Promotion.