แนวทางการเพิ่มค่าใช้จ่ายต่อหัวของนักท่องเที่ยวในภาคใต้

Abstract

In the past several years, tourist sector is very important to Thai economy. Thai economy has become tourist-led growth. Southern Thailand is one of the region in Thailand which has high potential in tourist industry as there are many famous local and global tourist attractions. Tourist sector has driven Southern Thailand economy for the past few years. This research aims to study (1) the situation in tourism sector in the South of Thailand and factors affecting demand for tourism.(2) comparison of factors determining tourist expenditure and willingness to pay for travelling to Aao-Thai Southern coast of Thailand and Andaman Side of Thailand. (3) guideline to increase travel expenditure of tourists in the South of Thailand. This study use Mix Method research methodology covering areas in Chumpon, Surat Thani, Nakorn Sri Thammarat, Phattalung, Phuket, Trang, Krabi and Phanga. 1600 samples using accidental sampling comprise of Thai tourists and foreign tourist were interviewed with questionnaires. The results show that tourist sector has become important sector for Southern Thailand economy as there were a large surge in the number of tourists in the South of Thailand. Gross Regional Product in hotels and restaurants in Southern Thailand increases from 4 per cent in 2011 to 12 per cent in 2016. Tourism revenues in 2016 reaches 692,443 million bath increased by 16.95 per Cent from previous year. Tourists visiting Thailand in 2016 reaches 47.5 million tourists increased by 3.5 per cent from previous year. Travel safety, unrest in southern Thailand, natural disaster were three main concerns affecting demand for tourism in the South of Thailand. Tourist expenditure per head in Aao-Thai is 1,856.67 bath per head per day. Tourist travelling by themselves expenditure per head is 1,648.35 bath per head per day. Tourist travelling with package tour expenditure per head is 9,822.34 bath per head per day. Tourist expenditure per head in Andaman is 1,856.67 bath per head per day. Tourist travelling by themselves expenditure per head is 4,439.27 bath per head per day. Tourist travelling with package tour expenditure per head is 10,132.79 bath per head per day. Overall, tourist expenditure per head and willingness to pay of tourist in Andaman-Side were higher than Gulf of Thailand. According to tourist willingness to pay, an Coveralt improvement in every aspects of tourism products would help generate additional income approximately 1,467.89 million bath for Aoa-Thai and 937.64 million for Andaman. Last but not least, the study suggests several guidelines to increase tourist expenditure in Southern Thailand such as (1)uperading price level of tourism products (2) souvenir development and value added (3) expanding high spending tourist market (4) increasing number of overnight stays (5) sustainable development of tourist attractions and (5) human resource development in tourism.