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While there are many ways for promoting cultural tourism having the capacity and competence to stay competitive requires entrepreneurs to go through a much deeper level to meet the needs of the foreign travelers. The study examines on how the capacity and competence in competitiveness of Thai entrepreneurs in promoting cultural tourism, and offers some practical points to refine their approach. The work collected data by interviewing 200 Thai entrepreneurs and observing the functions of their tour staff. An open-ended question was asked to learn what challenges or problems that they often encountered with and a chance was given to see how their staff respond to the case events. It is learned that the entrepreneurs do have a good understanding, experience, and networking however there are challenges along the way for gaining grounds in being competitive. Undergoing the promotion of cultural tourism will bring about some lessons for learning.
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