Quality Standard Assessment and Determining the Strategy of Dream World Park

Abstract

The purpose of this qualitative research was to assess the quality of standards for recreational attractions, analyzing SWOT analysis, formulation of strategies for improving the Dream World Park's operational efficiency using TOWS matrix. Fieldwork surveys, focus groups, and in-depth interviews were used to gather data. Data were analyzed using thematic analysis. The 45 samples included Thai tourists, tourism scholars, and Dream World Park’s staffs. According to the findings of the study, Dream World Park passed all the required scorecards at excellent levels when evaluating all three primary components when assessing the quality standards for recreational attractions. Among the strategies for improving operational efficiency were the proactive strategy of developing theme park tourism marketing, the preventive strategy of improving management to reduce costs and support the future situation, the modified strategy of improving the tourism image, and the passive strategy of preparing the world change plan.