Modern Organization Management in the Thai Tourism Industry in Chonburi Province

Abstract

      This research aimed to Study (1) the organization management in the Thai tourism industry in Chonburi Province, (2) the factors related to the organization management in the Thai tourism industry and (3) the modern organization management approach in the Thai tourism industry. It was qualitative research. Twenty key informants purposively selected. Using an interview form as a research tool. In-depth interviews were conducted. The collected data were analyzed for content by classifying data types.
      The research results found that (1) In the management of organizations in the tourism industry, there was management in all aspects, focusing on tourists as the main focus, focusing on developing tourist attractions along with taking into account the needs of all tourist groups. (2) All factors related to the management of the tourism industry, especially community participation, were very important factors for the success of the tourism industry. (3) The modern Organization Management Guidelines in the Thai Tourism Industry. Found that tourists place more importance on cleanliness and safety. In modern management, the standards of establishments must be raised, and tourists must be assured of their hygiene and safety. New forms of marketing must be implemented, emphasizing the use of technology and data, public relations through online channels, presenting products and services that meet the needs of each group of tourists. Emphasize the importance of natural resource and environmental conservation, promote environmentally friendly tourism, reduce the impact of tourism on the community, and create a balance between development and conservation. Create a network of cooperation between the government sector, private sector and community to develop products and services, raise tourism standards, exchange information and promote joint marketing. Create a credible image of the organization to build confidence among tourists and investors.

Article history: Received 13 March 2025
                            Revised 23 May 2025
                            Accepted 26 May 2025
                            SIMILARITY INDEX = 12.50 %