Guidelines for creating tourism competitive advantage to enhance the tourism resource component Case study : Bandonnai Laemphakbia Banlaem Phetchaburi

Abstract

The objectives of this research were 1) to study the composition of tourism resources of the Ban Don Nai community, Laem Phak Bia Subdistrict, Ban Laem District, Phetchaburi, 2)  to assess the potential components of tourism resources and the competitive advantage of the Ban Don Nai community, 3) to analyze the composition of tourism resources that affect the building of the competitive advantages in Ban Don Nai community, and 4) to find ways to enhance the components of tourism resources to create a competitive advantage in Ban Don Nai community. The research method was Mixed Method. In-depth interview of 9 key informants by purposive selection and quantitative data were collected through questionnaires. The sample of this research consisted of 400 samples who were Thai tourists by a specific method (Purposive sampling). The researcher used descriptive statistics, analysis of Pearson's Correlation Coefficient and analysis of multiple linear regression (Multiple Linear regression) to analyze data. Finally, the results of the data analysis were gathered using focus group. Purposive sampling consisted of 16 members, those involved in tourism management and academics, to find ways to enhance the composition of tourism resources to create a competitive advantage.

The results showed that when assessing the potential of 8A's tourism components, the study found that the acceptance factor in tourism sites (Acceptance) had the highest potential, followed by the traditional one (Authenticity), and facilities in tourist attractions (Amenities) had the least potential. For the competitive advantage potential in terms of competitive advantages, the study found that differentiation had the highest potential, followed by cost leadership, and the focus on niche markets had the least potential. The results of the analysis of the composition of tourism resources that affect the building of the competitive advantage of the Ban Don Nai community was that tourism resource factors had a positive influence on building competitive advantages of the Ban Don Nai community in 6 variables. The best predictor of generating competitive advantage was the acceptance in tourist attractions used to search for information via mobile phones (Android Application/IOS), Management of services in tourist attractions (Ancillary services), Traditional (Authenticity) tourism attraction (Attractions) and facilities in tourist attractions (Amenities), respectively.

Then, the researcher brought the results of the data analysis to a small group meeting (Focus Group). The community prioritized the development of tourism resources from 6 places according to the community's ability to operate and advise five guidelines for upgrading the components of tourism resources to create a competitive advantage for the community. The first guideline is for developing tourism attractions. The second guideline is for developing facilities and service management in tourist attractions. The third guideline is for developing a program for searching information via mobile phones (IOS/Android). The fourth guideline is for developing acceptance in tourist attractions. The last guideline is for building a successful model for other communities by applying it as a body of knowledge and a shortcut for people to study and visit.