The Way to Build Stability Prosperity and Sustainability for Driving Thailand's 4.0 Policies in Tourism Business

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หลักสูตรจิตวิทยาความมั่นคง รุ่นที่ 118 สจว.สปท.

Abstract

This research is a huge project consisting of 6 sub-research projects classified according to


tourism areas which aim to propose the way to build stability prosperity and sustainability for driving


Thailand's 4.0 policies in the tourism business. Also, this research is a qualitative method that


collected data by in-depth interviewing with focus group using semi-structured interview


prepared for entrepreneurs. The content validity of the questionnaire was reviewed by 5 professional


tourism businesses using an index of concordance (IOC). The focus group person could be classified


into 6 areas where the researchers are interested to be used as the study areas. These areas are


as follows: 1. Historical tourism study area at a Japanese village and Portuguese village in


Ayutthaya province, 2. Agro-tourism studies area at Rayong and Chantaburi provinces. The general


context of agro-tourism at Rayong and Chantaburi provinces, 3. Nature based & recreational tourism


study area is at Nong-Pla-Lai community, Nong- Pla-Lai sub-district, Bang-La-Moong district,


Chonburi province, 4. The eco-tourism study area is a community group in Bang Kachao, Samut Prakan


province, 5. The cultural tourism area is at Baan Tawai community, Chiangmai province, and 6. Health


tourism study area is at Thai Traditional Medical School, Wat Phra Chetuphon Vimolmangklararm


Rajwaramahaviharn (Wat Pho), Bangkok. Organizational management theories including McKinsey


7-S Framework and PEST are applied in this research in order to analyze the external factors


and internal factors. A perspective of tourism business organization is analyzed by SWOT


analysis. This is to recommend the guidelines for the implementation of Thailand 4.0 policy, to


possess the stability, prosperity and sustainability in the tourism business, where it can be synthesized by TOWS Matrix Model in order to manage the tourism. This research studied


between April to August 2018.


This recommendation can further lead to the proposal of tourism business development in all 6 tourism areas. The Guideline for creating the stability tourism is that: the product should have the quality control which creating values for the responsibility of products and services, also that by-product from doing this activity should considering the effect to natural and environmental preservation, continuous systematic-development and creating the confidence of tourists. Guideline for creating prosperity is that: topping up the knowledge received from the business like by using neon light to stimulate the product growth, doing the organic farm, applying the agricultural field standard maintenance method, pushing


forward Thailand agro-tourism to be worldwide known, encouraging more systematically online


product business, bringing the renewable energy technology such as solar cell and wind power


to be applied in agricultural field to reduce the cost and save the environment, encouraging the


processed agricultural product, developing the local packaging form to make it more value added,


and support for off-season product sales. Finally, guideline for creating sustainability is that:


business should apply the sufficient economy theory which will be a happy living in that


business community. Also using natural resources with a cost-effective of waste management


and expand the knowledge and skills related to the community and use of renewable energy


technologies. Final, According to Thailand 4.0 policy, this research proposes the three ways


to transform Thailand which areas the stability, prosperity and sustainability contexts, the related


persons are community organizations that operate tourism, government agencies involved, interested


parties they can apply these three ways to the development of tourism to achieve excellence.

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บทความวิจัย (Research Articles)