THE TOURISM CARRYING CAPACITY TO ACCOMMODATE TOURISTS IN PHATTHALUNG PROVINCE TOWARD SUSTAINABLE PROMOTION OF SECONDARY CITY TOURISM

Abstract

Objectives of this research article were: 1. To assess Phatthalung Province capacity as a secondary city to cater for tourists, 2. To analyze Phatthalung Province potentials for tourism as a secondary city and 3. To propose guidelines for sustainable tourism promotion in Phatthalung Province as a secondary city. This study employed a mixed method. The quantitative research entailed distributing 400 evaluation forms to tourists to assess the province tourism capacity. The data were analyzed using measures such as frequency distribution, percentage, average, and standard deviation. The qualitative component consisted of conducting structured interview with 40 key informants, including government and private organization representatives, local residents, and tourists, to investigate the tourism management in Phatthalung Province. The data from the interviews were analyzed using content descriptive interpretation.

 The findings indicated that 1. With its distinctive cultural and occupational promotions, Phatthalung Province is equipped to accommodate tourists in a distinct community setting, where villages close to tourist attractions profit from employment opportunities and offered a warm reception, while local wisdom deserving observation was passed down. 2. While Phatthalung Province has the potential to attract tourists, there is a need for the rehabilitation and development of its tourist attractions to ensure that they are ready to accommodate visitors throughout the year. and 3. Phatthalung ought to promote and facilitate the formulation of its tourism development plan and provincial tourism calendar, as well as the enhancement of the tourism logistics system within the province, etc.