Strategic Development for Enhancing the Capacity of Tourism Entrepreneurs in Pathum Thani Province to Sustainably Support the Aging Society

Abstract

        This research aimed to (1) study the capacity of tourism entrepreneurs in Pathum Thani Province to support the aging society, (2) analyze the key factors influencing their success in developing products and services for elderly tourists, and (3) propose integrated strategic guidelines to enhance their capabilities for sustainable aging-friendly tourism development.
        A mixed-methods approach was employed. The quantitative sample consisted of 400 elderly tourists selected through purposive sampling. The qualitative data were collected from 30 key informants—local tourism entrepreneurs—selected via purposive and snowball sampling. The research instruments included a questionnaire with a reliability coefficient of 0.90 and structured interviews with content validity (IOC) ranging from 0.91 to 0.95. Quantitative data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation), while qualitative data were analyzed through inductive content analysis.
        The findings revealed that the overall capacity of tourism entrepreneurs was at a moderately high level (mean = 3.87). Strengths were observed in planning, organizational management, and service delivery tailored to elderly needs. However, weaknesses remained in budgeting, marketing communication, and sustainable use of digital technology. Key success factors included entrepreneurs’ understanding of elderly behavior, positive service attitudes, and the ability to create shared value with local communities.
        The proposed strategic framework consists of three main components: (1) enhancing management systems through the POSDCoRB model, (2) applying the 7Ps marketing mix specifically tailored for elderly tourists, and (3) integrating the triple-bottom-line concept—economic, social, and environmental sustainability. The developed strategies were found to be highly feasible and appropriate (mean = 4.18, S.D. = 0.54).
        This study provides practical and strategic implications for strengthening local tourism entrepreneurs’ capacity to accommodate the aging population, while promoting sustainable tourism development in Pathum Thani Province.