The Competitive Advantage of Cultural Tourism Entrepreneurs in Sakon Nakhon Province Registering as the World Craft City Of Natural Indigo

Main Article Content

Pimamorn Prongmanee
Upalat Korwatanasakul
Pattama Suriyakul Na Ayudhya

Abstract

This research aims to examine the factors towards competitive advantage of cultural tourism entrepreneurs and analyze the strategies to build up the competitive advantage through a series of the collected questionnaires from 370 entrepreneurs, then analyzed the data using mean and standard division, and the SWOT analysis was used to identify the strategies to build up the competitive advantage. The results found that 1) The cultural tourism resources aspect was good in overall, with average scores of 3.57±0.95, the planning, management, development and policy aspect was at a high level with the overall average of  3.56±0.98, the factors towards the expansion to certify Sakon Nakhon province as “the World Craft City of Natural Indigo” was good in overall with the average of 3.84±1.01, and for the factor of supportive resources for cultural tourism was at a high level with the average of 3.84±1.00. 2) The result was used to analyze the strategies to build up the competitive advantage for 4 strategies as follows: (1) the differentiation using the enhancing of creative tourism through authentic experience; (2) the strategy of satisfying the tourists’ demand using the connectivity between Sanuk Province group and the local craft entrepreneurs’ networks; (3) the strategy of value-added  by training the upskill of natural indigo dyeing for  local people; and 4) the strategy of cost reduction using the reputation from the declaration and certify as a World Craft City of Natural Indigo city which can reduce the cost of advertisement. From the analysis and discussion can conclude that being a World Craft City for Natural Indigo city affect the decreasing of the tourists’ amount which is the opportunity for developing cultural tourism in Sakon Nakhon and build up the competitive advantage from famous tourist attractions in the same region.

Article Details

Section
บทความวิจัย (Research article)

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