Tourism Identity and Marketing in the Special Economic Zone (SEZ): Case Study of Northeast Thailand and Central Laos

บทคัดย่อ

Northeast Thailand is considered to be in a great position to provide investors with new opportunities for increasing border trade and the region's rapid economic growth (Mekong Tourism Coordinating Office, 2017). With its strategic location in The Greater Mekong Subregion (GMS), the Northeast Thailand is an emerging-market zone of the country where connects other GMS countries: Cambodia, Laos, and Southern China (ASEAN, 2016). The Special Economic Zone (SEZ) was established in Mukdahan and Nakhon Phanom, the SEZ policy was first launched in Mukdahan in 2015 and 2016 in Nakhon Phanom (Thomson Reuters, 2016). It is based on the government's belief that the areas have strong potential to link with The SEZ in Laos in terms of trade, economy, investment, as well as tourism (Board of Investment, 2015).

            The objectives of this study were (1) to survey identities of tourism attraction in the SEZ and set up the tourism routes, (2) to analyze tourists’ demand and expectation, and (3) to be guidance for tourism development and marketing. The data was obtained from related documents, participatory and non-participatory observations, questionnaire, and in-depth interviews of the key informants including government officials, entrepreneurs, tourists, and local people.

            The findings showed that each of the SEZs has clear infrastructure development plans, public utilities (water and electricity), and customs services. In addition, there is infrastructure construction projects, R2 route (East-West Economic Corridor: EWEC), which connect Mukdahan (Thailand), Savannakhet (Laos), and Danang (Vietnam). According to the objectives, tourism identities can be categorized into four clusters: (1) Karst mountain loop, (2) Buddhist and Hindu temples route, (3) Old quarter with historic buildings, and (4) The Mekong River promenade. Most of the tourists come from ASEAN countries (Thailand, Laos, and Vietnam) and some tourists are from the Western (France, Germany, Italy, United Kingdom, Sweden, Norway, and the Netherlands). Regarding the tourist’s demand, they want activities such as experiencing river excursions, visiting war memorials sites, trekking in tropical rainforest, visiting remote community, and supporting for locally produced handicrafts, respectively.         

            Recommendations for tourism marketing in the SEZ are as follows: (1) create a remarkable product of the trans-boundary routes, particularly the Route no.8 tour from Nakhon Phanom to Laos (The Loop), and East–West Corridor tour (old quarter route, and pilgrimage route) from Mukdahan to Laos (Phin and Savannakhet); (2) improve accessibility to tourist attractions during monsoon season; (3) regularly inform tour operators about new events and activities in the area; (4) request for cooperation from local tour operators in each province of both Thailand and Laos to share experiences on tourism product, such as price and promotion, and find solutions to the identified problems; (5) persuade the international tour operators to the SEZ and introduce the tourism products; (6) promote cooperation with local authorities in terms of  financial participation; (7) promote local events or festivals - inform tour operators via email, newsletters, especially when events or festivals are organized; (8) upgrade the tourist service standards (e.g. cooking, hygiene, management, front desk, housekeeping, etc.); (9) create a traditional gastronomic tourism, music festival, and international film festival; and (10) develop a quadrangle tourism model in the SEZ website or other social networks which is regularly updated.