PUBLIC SECTOR CHALLENGES IN THE REGULATION AND PROMOTION OF QUALITY TOURISM IN PHUKET
DOI:
https://doi.org/10.64186/jsp2412Keywords:
Quality Tourism, Government Challenges, Phuket, Sustainability, Tourism ManagementAbstract
This research article aims to: 1) examine the current conditions and trends of quality tourism in Phuket Province; 2) analyze the challenges faced by the public sector in driving the development of quality tourism; and 3) propose policy and strategic recommendations to promote sustainable quality tourism. The study employed a qualitative research design, using in-depth semi-structured interviews with 23 key informants, including government officials, tourism business operators, and community leaders in Phuket. The participants were selected through purposive sampling, and the data were analyzed using content analysis. The findings revealed that: 1) quality tourism in Phuket is still in its early stages, with ongoing efforts mainly through community and cultural-based activities but lacking systematic support from the public sector; 2) the main challenges include fragmented coordination among government agencies, limited budgets, the absence of clear quality control mechanisms, and insufficient multi-sector participation; and 3) the proposed strategies emphasize the establishment of multi-stakeholder collaboration mechanisms, the promotion of cultural and community-based tourism sites, and the integration of technology in tourism management. These measures aim to enhance the development of sustainable and high-quality tourism in Phuket Province.
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The article is published under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) license, which allows others to share the article while giving appropriate credit to the author. It prohibits the use of the article for commercial purposes or the creation of derivative works. Any other reuse or reproduction requires permission from the journal.
