INTEGRATED TOURISM MANAGEMENT IN SAMUT SAKHON PROVINCE

Abstract

This research objectives were (1) to analyze the integrated tourism management in Samut Sakhon Province, (2) to study the problems and obstacles in integrated tourism management in Samut Sakhon Province, and (3) to propose guidelines for integrated tourism management in Samut Sakhon Province. The research was qualitative. The key informants were 4 government executives, 3 local government executives, 7 tourism business operators and representatives of various business groups, 2 community leaders, 2 local scholars, and 2 local villagers. The selection method was purposive selection. The research instrument was an interview. Data analysis was performed using descriptive summarization.

The research results found that (1) the integrated tourism management in Samut Sakhon Province was a clear tourism policy and systematic integrated planning. The coordination between government agencies, private sectors, and communities still need to be improved. Communities played an important role in planning and managing tourism, with sustainable management of natural and cultural resources. In addition, the development of tourism products, especially seafood, and tourism promotion activities were important for the local economy. Marketing and public relations used online media and created networks to increase the number of tourists. Personnel were developed to have skills and knowledge in providing services and managing tourism, (2) the problems and obstacles in integrated tourism management in Samut Sakhon Province found that the main problems affecting tourism development were: lack of skilled personnel, lack of cooperation between the government and the community, lack of budget, inappropriate marketing, and unresolved environmental and waste management problems, and  (3) the guidelines for integrated tourism management in Samut Sakhon Province’s approach had 3 principles: developing the quality of tourist attractions and infrastructure, creating cooperation between the government, private sector, and the community in a “trilateral” format, using local resources sustainably to generate income for the community.