Main Article Content
This research aims to assess, and make the guidelines for development of competency for a tour business entrepreneur in Songkhla province and linkage areas. The samples size of the tour operators were 300 stratified random sampling. The 50 key informants for focus group were managers, private and government officers in tourism, tourists, communities, tour operators and tour guides in the area of Songkhla, Phatthalung, Nakhon Si Thammarat, Pattani, Yala, Narathiwas and Satun. The research found that the competencies of owners /executives of tour operators are at high level when considering each dimension
by mean order as follows (1) ethics, (2) business operation, (3) operation management. The competencies
of staff in tour operators are at the moderate level when considering each dimension by mean order as follows (1) ethics, (2) personality, (3) skills (4) attitudes and (5) knowledge. The competencies of tour guides are at high level when considering each dimension by mean order as follows (1) ethics, (2) skills, and (3) knowledge. The tour operators have 5 main competency developments (1) public relation strategies; (2) development tourism programs strategies (3) collaboration strategies (4) service excellence strategies, and (5) self-development strategies.
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