การพัฒนาการท่องเที่ยวอย่างยั่งยืนเชิงกลยุทธ์ : กรณีศึกษาตำบลบางใบไม้ อำเภอเมือง จังหวัดสุราษฎร์ธานี

Abstract

The objectives of this research are studying the internal and external environment and planning guidelines in the Sustainable Tourism Development Strategy of Bang Bai Mai District, Surat Thani. The research instruments used in data collection include in-depth interview and questionnaires. The data was collected by in-depth interview from 6 stakeholders of Bang Bai Mai district. The questionnaires were handed to 384 tourists in Bang Bai Mai District. The data were analyzed using descriptive statistics including average value and standard deviation. In-depth interview result shows general environment of tourism in Bang Bai Mai District are managed by setting up travel service group which the community leader act as coordinator and supervisor to supervise the service given to travelers and control the quality of service. The current travel activities in Bang Bai Mai District include 5 activities such as Pracharat Bang Bai Mai floating market, worship Luang Por Kow Suk, cruising study lifestyle of Bang Bai Mai, firefly sightseeing at night and demonstration of sewing and stripping of nipa leaves. The opinion from tourists expressed that there is high potential for tourism in Bang Bai Mai District. The researcher found that the highest scored aspects of the potential for tourism are the attractiveness of the attraction, followed by activities and amenity. Both accessibility and accommodation aspects are rated at moderate level. Bang Bai Mai district should create a project aims to promote studying of natural resources and community culture, create standardize service center and print media center, renovation and expansion of transportation routes, create "Little Guide Project", and establish cooperation project between community leaders and hotel operators to increase the number of tourist, conserve the environment, and create a sustainable tourism in Bang Bai Mai District.