Guidelines for the Development of Tourism Strategies According to the 20 years National Strategy of Hua Hin District, Prachuap Khiri Khan Province

Abstract

This mixed methods research aimed to study: (1) tourism development level of Hua Hin District, (2) a causal relationship between Thailand’s 20-Year National Strategy in tourism development and tourism management of Hua-Hin District, and (3) guidelines for tourism development under Thailand’s 20-Year National Strategy of Hua Hin District. Samples used in this study were 130 hotel operators, restaurant owners, and bus operators include 8 key informants. Data were treated and analyzed by using descriptive and Inferential Statistics methods, which were frequency percentage, mean, standard deviation, Chi-square test and Multiple Regression Analysis. Research results: (1) tourism development level of Hua-Hin District, as a whole and at each aspect, was at a high level, (2) there were causal relationships between Thailand’s 20-Year National Strategy and the tourism management; in terms of: enhancing different capabilities aspect, broadening opportunities and promoting equality in society aspect, and reforming government administration with a focus on public interest aspect at statistical significant level of 0.001, at the significant level of 0.01 for improving quality of life based on green growth aspect and at the significant level of 0.05 for public participation aspect, and (3) Tourism development guidelines were:  tourist attractions, local product and services, infra structures, tourism amenities, tourism personnel and tourism applications.