STRATEGY FOR DEVELOPING AND PROMOTING UTTARADIT TO BECOME A TOURISM DESTINATION THROUGH INTEGRATION WITH OTOP'S INNOVATIVE COMMUNITY TOURISM PROJECT
Keywords:
Tourism development, Tourism promotion, Tourism destination, Tourism community project, Uttaradit ProvinceAbstract
This research aims to 1) study the approaches, processes, and methods used by Uttaradit province to develop and promote tourism to become a target tourist city; 2) analyze the integration between the province’s tourism development and the OTOP Innovative Community Tourism Project; and 3) propose guidelines and strategies for tourism development and promotion. This qualitative research used the concept of cultural and community tourism development as a framework for the study. Data were collected from 25 key informants who were specifically selected using in-depth interviews and analyzed using content analysis and SWOT Analysis.
The research found that 1) Uttaradit province has potential in natural resources and culture, but still faces challenges in infrastructure, public relations, and cooperation between sectors. Integrating natural resources with culture and developing tourism activities that meet the needs of tourists is important. 2) Integrating the OTOP Innovative Project helps add value through cultural activities, digital marketing, and developing skills of community personnel, but there are still weaknesses in the integration plan and infrastructure in some areas. 3) Development guidelines include creating tourism routes linking natural and cultural resources, using digital technology such as AR/VR, improving infrastructure, increasing the potential of community personnel, and promoting cooperation between the public, private, and community sectors. Knowledge from this research will help promote community tourism potential and create sustainability at the local and national levels. and develop Uttaradit to become a future tourist destination.
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