การจัดการทรัพยากรชุมชนเพื่อเสริมสร้างอัตลักษณ์การท่องเที่ยวในพื้นที่ อำเภอสทิงพระ จังหวัดสงขลา

Abstract

This research aimed 1) study the management of tourism resources of the community in Sathing Phra District, Songkhla Province, 2) design a tourism logo using the tourism identity according to the needs of the community and 3) study guidelines for resource management. Community to strengthen and develop tourism using the tourism identity of Sathing Phra District, Songkhla Province. Area for this research There was a study and collection of data in Sathing Phra District, Songkhla Province, covering all 11 sub-districts. The main informants were divided into 4 groups: 1) personnel working in local government agencies 16 people, 2) tourism groups in Sathing Phra District 6 people, 3) tourists 30 people, 4) local philosophers or tourism experts 7 people, totaling 59 key informants. The research instrument was a semi-structured interview. Structured interview Data were collected using in-depth interviews. Individual interviews workshop Data were analyzed using content analysis. and descriptive statistics such as frequency values, percentages, environmental assessments (SWOT) and TOWS Matrix The results of study reveal that: 1) Management of community tourism resources in Sathing Phra District. Local Administrative Organization of Sathing Phra District tourism management have been planned to consider the strategy for the development of local government organizations in Songkhla Province. Organizational management and staffing of the main responsible departments are the Office of the Permanent Secretary and the Engineering Division, respectively. Controlling and facilitating communities in carrying out tourism activities public relations through website and Facebook page which has been coordinated with community leaders to monitor tourism and related agencies such as the Tourism Authority of Thailand Songkhla Provincial Tourism and Sports Office in promoting tourist. Reporting operating results at least once a year and a tourism budget of approximately 600,000 - 100,000,000 baht has been allocated. Currently, the Sathing Phra District area has tourism components according to the 6A's principles is Accessibility, Amenities, Accommodations, Activities and Ancillary services. Tourists who came to travel in Sathing Phra District during COVID19 30 people were male (63.33 percent, were between 28 -32 years old (43.33 percent), were marital (60.00 percent), had a bachelor's degree (80.00 percent), were employees (33.33 percent), followed by civil servants / state enterprises (26.67 percent), monthly income in the range of 20,001 - 30,000 baht (30.00 percent) and most of them are tourists from other provinces (66.67 percent) such as Pattani and Phatthalung. Tourism identities for Sathing Phra District has 6 most outstanding is No. 1 Wat Pha Kho, No. 2 Node - Na - Le way of life, No. 3 Wat Cha Thing Phra, No. 4 Maharat Beach, No. 5 Handicrafts from sugar and No. 6 traces of the legend of Luang Pu Thuat 2) Logo design. The researcher has designed 3 logos. After going through a workshop, the local government agency chose to use the 3rd logo type, consisting of 2.1) The color: orange representing creativity, white represents purity, yellow represents fertile rice fields, blue represents the rich sea. 2.2) Symbols: Palmyra palm image represents the way of life related to palmyra palm, the lower half circle represents rice fields and the way of life related to farming, the upper half circle / Ko Rae boat represents the sea, Phra Mahathat Chedi and Luang Pu Thuat to be used in promoting or building a brand for Sathing Phra District in the future. 3) Guidelines for resource management. Community to strengthen and develop tourism using the tourism identity. Development strategies were analyzed, divided into 3.1) 5 proactive strategies, 3.2) 2 reactive strategies, 3.3) 5 corrective strategies, and 3.4) 2 preventive strategies. After that, the strategies were used to determine guidelines for community resource management to reinforce Create and develop tourism using the tourism identity of Sathing Phra District in 4 ways: (1) traveling to Sathing Phra, full of merit, (2) making annual merit at Sathing Phra, (3) Sathing Phra, a living historical source, and (4) old times. constan