The Supply Chain of Tourism The Supply Chain of Experience Tourism along the Chi River Basin, Buriram - Surin Province

Abstract

The objectives of this research were to study the tourism supply chain and to propose the supply chain development guideline for experiential tourism along the Chi River Basin, Buriram-Surin Province. Key informants were residents of the local community and related in sub-districts along the Chi River Basin; 20 people per area, totaling 120 people. Data were collected from interviews and focus groups, triangular data quality was examined, and interpretation was based on conceptual analysis by content analysis. The results showed that 1) upstream factors include resources and potential of tourist attractions, attributes of tourist attractions, information, values and culture, community participation, experience, and duties of tourism personnel. Midstream factors include accommodation, access to tourist attractions, excursions, sightseeing activities, food, and local handicrafts. Downstream factors include tourist safety, the perceived service value, visitor satisfaction and re-visits, and sustainable tourism development, including preserving community culture, community quality of life and saving the environment. 2) The development guidelines are to enhance the upstream factor of tourism, develop the midstream factor of tourism, promote creative marketing for sustainable tourism development, and drive tourist attractions to achieve sustainable tourism development.