Guidelines for Promoting Natural Tourism in Raman District Yala Province by using Environmental Assessment Techniques (SWOT and TOWS Matrix Analysis)
Keywords:
Nature-based tourism, SWOT & TOWS analysis, Raman district, Tourism promotionAbstract
This study is a qualitative and survey research methodology. The objectives are to study and analyze the environment of 9 natural tourist attractions and propose guidelines for promoting natural tourism in Raman District, Yala Province. The data collection process is from key-informants such as government agencies, private entrepreneurs, tourists, and local people, along with strategic analysis using SWOT Analysis and TOWS Matrix techniques. The survey and data analysis found that natural tourist attractions in Raman District have strengths in terms of the number of tourist attractions, the diversity of topography and tourism activities, as well as beautiful elements within the tourist attractions, including tourism promotion via online media. However, there are still several weaknesses, such as lack of good waste management, lack of facilities in some tourist attractions, and insufficient personnel providing services in tourist attractions. For opportunities the tourism development, it was found that tourist attractions are still highly natural conditions, so more government tourism promotion has begun, especially in terms of facilities. However, the tourism sector faces obstacles such as tourists feeling unsafe due to the long-standing unrest in the area, and the limited development budget, which makes it difficult to develop basic facilities. From the results of the study, the main recommendations are to publicize tourist attractions more widely in many channels, improve necessary basic facilities in each tourist attraction to be in a complete and ready-to-use condition, and develop local personnel. and variety tourism activities, including creating new tourism activity content that can attract tourists throughout the year, with the government sector supporting the budget in line with the potential of the tourist attractions.
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