The Tourism Administration of Sukhothai Historical Park Based on the Tourists and Community Demands

Abstract

         The purposes of the research investigated: (1) the recreation administrative model of Sukhothai Historical Park; (2) to explore the marketing strategies of service
businesses of Sukhothai Historical Park; (3) to investigate the problems and the demands of the administrative participants of Sukhothai Historical Park; and (4) to
explore behaviors and opinions of the tourists on services of Sukhothai Historical Park. The samples of the research were 138 administrative participants of Sukhothai
Historical Park and 341 tourists coming to Sukhothai Historical Park. The instrument used in the research was questionnaires divided into 2 sets: questionnaires for
administrative participants of Sukhothai Historical Park and questionnaires for tourists coming to Sukhothai Historical Park. The collected data were analyzed by frequency, percentages, arithmetic means, standard deviation, and content analysis. The findings of the research indicated:
         1. Most administrative participants of Sukhothai Historical Park seemed to be females 40-49 years old. Most of them seemed to be merchants and self-employed
living in Mueang District, Sukhothai. Most of them were souvenir dealers because being souvenirs dealers can possibly help them to earn money in uncertain times when the safety, or quality of service is uncertain. In addition, the quality of service of administrative participants of Sukhothai Historical Park was as good as competitors, and
impressed the customers with systematic services and the same standards.
         2. In terms of the marketing strategies to attract the customers, it was found that they were at a high level. The highest mean score seemed to be the side of the
different prices and clear price tags. Moreover, the inferior mean scores seemed to be the side of the facilitators’ good communicative skills, being hospitable, appropriate locations and clean shop areas.
         3. For the problems and the demands of the administrative participants of Sukhothai Historical Park, it can be said that they were at a low level; that is,
insufficient parking, the irregularity of preparing tourist activities, lack of public relations through various media such as radios, televisions, websites, magazines, and so forth,respectively.
         4. In terms of the tourists coming to Sukhothai Historical Park, it was found that most tourists seemed to be female and single, 21-30 years old. Most of them held
vocational and high vocational certificates. They came from other provinces in Thailand by cars, and came to Sukhothai to only go sightseeing. Most of them came to
Sukhothai with their friends, and it was also their first time in Sukhothai. In addition, the tourist attractions that the tourists wanted to visit seemed to be ancient remains and antiques, and they spent over 4 hours during their visit. The reason that the tourists were interested in Sukhothai travels appeared to be the attractive atmosphere and nature. Most of them knew the tourist attractions from friends, and relatives, including acquaintances. Most tourists chose to use the services of restaurants with no
promotional activities, and paid by cash. Moreover, the factors influencing tourist decisions appeared to be the natural beauty. In terms of the tourists’ opinions on
service of Sukhothai Historical Park, it can be said that they were at the high level; that is, the structures of administrative systems pertaining to convenient and appropriate services, appropriate locations and clean shop areas, and various services and activities that can meet the tourists’ demands respectively.