Entrepreneurs’ Opinions on Organizing Activities for Promoting Tourism in Pattaya City According to Sustainable Tourism

Abstract

          This research article aimed to: 1) examine entrepreneurs' opinions toward the implementation of tourism promotion activities in Pattaya City in accordance with sustainable tourism guidelines; and 2) compare entrepreneurs' opinions toward such implementation based on their individual characteristics. This study employed a quantitative research design. The sample consisted of 376 entrepreneurs operating within the Pattaya City administrative area. Data were collected through a structured questionnaire and analyzed using frequency, percentage, mean, standard deviation, and one-way analysis of variance (One-Way ANOVA).

           The findings revealed that: (1) entrepreneurs perceived Pattaya City's implementation of tourism promotion activities based on sustainable tourism principles to be at a high level overall (M = 3.79, SD = 0.22). Among the dimensions examined, sustainable resource management received the highest mean score (M = 4.19, SD = 0.37), followed by community participation and stakeholder engagement (M = 3.98, SD = 0.33) and the conservation and promotion of local cultural heritage (M = 3.68, SD = 0.32); and (2) entrepreneurs with different levels of educational attainment, years of business operation, and average monthly business income differed significantly in their perceptions of Pattaya City's implementation of sustainable tourism promotion activities based on sustainable tourism principles (p < .05). In contrast, no statistically significant differences were found among entrepreneurs with different ages or business types.