Guidelines for enhancing the tourism markets in Satun UNESCO Global Geopark in the collaborations with government and private agencies

Abstract

The certain objectives of this research were (1) to examine the marketing potential of prime tourist attractions (2) to properly investigate the particular requirements of the visitors and (3) to study the specific guidelines for the possible development of Satun Global Geopark tourism market. This study used both qualitative and quantitative research methods. Empirical data were carefully collected using in-depth interviews and intensive workshops with local representatives from responsible government and private agencies in the considerable area. Finally, a developed questionnaire was properly used to respectfully submit private opinions from an independent sample of 384 tourists who came to visit the Satun Global Geopark. The results revealed that: (1) The tourist attractions of Satun Global Geopark amply demonstrated the marketing potential at the most significant level. But carefully considering the key components and valuable resources of local tourism, it found there is a specific problem with the public transport system in instantly accessing attractive tourist destinations. (2) The particular requirements of tourists towards local tourism of the Satun Global Geopark, both the specific product, the reasonable price, the sales channel, the marketing promotion, the service process, the physical features and the personnel factors realistically were at a significant level in all aspects. (3) Specific guidelines for the development of the tourism market in the Satun Global Geopark should consist of (1) working together to meaningfully improve tourism products (2) collaborating to increase distribution channels and (3) getting together to creating brand image and creating brand awareness.