A Development of Strategy for Tourism Promotion in Cha-am Municipality, Cha-Am District, Phetchaburi Province

Abstract

The purposes of this research are: 1) to analyze internal and external environmental factors that affect tourism promotion of Cha-am Municipality, Cha-Am District, Phetchaburi Province; and 2) to analyze suitable strategies for tourism promotion of Cha-am Municipality, Cha-Am District, Phetchaburi Province. This study is a qualitative research, which the data was collected by in-depth interviews with 20 specific informants consisting of personnel of Cha-am Municipality office, tourists and entrepreneurs. The study indicates that the strong points of the tourist attractions in the area of Cha-am Municipality are the municipality focuses on the development of tourist attractions, sufficient supporting budget, tourist attractions, and tourist facilities. The weak points are the inconsistency in the development of tourism plans of Cha-am municipality, the insufficiency of personnel or officers who are responsible in tourism business, the lack of integrated works with other agencies related to tourism. Opportunities of the tourist attractions are the continued development and the improvement of travel routes, modern public relations channels and the supports from the government which focuses on integrated works and proactive marketing. The threats of the tourist attractions are economic conditions, high cost of living and the increasing number of the surrounding tourist attractions. Therefore, the strategies to promote tourism of Cha-am Municipality consist of the followings: the recruitment of sufficient numbers of personnel in tourism, the collaborative work between the inside and outside tourism organization, and the enhancing cooperation by the people in the community to make the sustainable tourism.