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The objectives of this study were 1) to analyze the internal
and external environment of Trang Province tourism and 2) to determine
the strategies for the development of Trang Province tourism potential.
The mixed methods approach was applied as the research design,
and in-depth interview was used as the instrument to gather the
relevant data from 22 samples. Furthermore, the content analysis,
SWOT analysis and TOWS matrix synthesis were used to analyze the
collected data. Another data collection method was a questionnaire
which was employed to collect the data from 400 samples, and the
data were quantified and analyzed using the descriptive statistics to
examine values of Mean and Standard Deviation. The results of this
study indicated that the strategies for Trang Province tourism potential
development consisted of 5 significant strategies: 1 ) development of
infrastructures and facilities to promote international tourism, 2) development
and evolution of integrated sustainable attractions, 3)development of
value-added products and services, 4)establishment of reliability and
increase of international tourism opportunities, and 5) development of human
resources and improvement of tourism network relationship.
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