The Competitive Advantage of Cultural Tourism Entrepreneurs in Sakon Nakhon Province Registering as the World Craft City Of Natural Indigo
Article Sidebar
Main Article Content
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
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Aaker, D. A. (2012). Building Strong Brands. New York : Simon & Schuster.
Chompukum, P. (2009). ʻOngkān læ kānčhatkān [Organization And Management]. Bangkok : McGraw-Hill
Cochran, W. G. (1953). Sampling Techniques. New York : John Wiley & Sons. Inc.
Department of Intellectual Property. (2019) Yon withī phā Thai phā yō̜m khrām Sakon Nakhō̜n [Visit Indigo Dye Fabric, Sakon Nakhon Province]. Retrieved May 2019, from http://www.bangkokbiznews. com/ pr/detail/13976
Duang-udom, W. et al. (2010). Konlayut kāntalāt læ kānprachāsamphan kānthō̜ngthīeo čhangwat chai nāt [Marketing strategies and public relations for tourism in Chainat Province]. Bangkok : National Research Council of Thailand (NRCT).
Gurel, M. and TAT, M. (2017). SWOT analysis: A Theoretical Review. The Journal of International Social Research. 10(51),1145-1154
Kalvet, T., Olesk, M., Tiits, M. and Raun, J. (2020). Innovative tools for tourism and cultural tourism impact assessment. Sustainability. 12(18),1-30. https://doi.org/10.3390/su12187470
Kotler, P. (2014). Marketing Management. (14th ed.). New Jersey : Prentice-Hall.
Kuncoro, W. and Suriani, W. O. (2018). Achieving sustainable competitive advantage through product innovation and market driving. Asia pacific management review. 23(3),186-192.
Longsheng, C., Shah, S. A. A., Solangi, Y. A., Ahmed, M. and Ali, S. (2022). An integrated SWOT-multi-criteria analysis of implementing sustainable waste-to-energy in Pakistan. Renewable Energy. 195(2022), 1438-1453. https://doi.org/10.1016/j.renene.2022.06.112
Matichon online. (2018). Saphā hatthasin lōk raprō̜ng Sakon Nakhō̜n pen [ World Craft City for Natural Indigo]. Retrieved August 2018, from https://www.matichon.co.th/news-monitor/news_865538
Moayerian, N., McGehee, N. G. and Stephenson Jr, M. O. (2022). Community cultural development: Exploring the connections between collective art making, capacity building and sustainable community-based tourism. Annals of Tourism Research. 93(2022),1-14. https://doi.org/10.1016/j.annals.2022.103355
Nakkasem, W. and Pasunon, P. (2018). Patčhai thī song phon tō̜ kānsāng khwām daiprīap thāngkān khǣngkhan khō̜ng phūprakō̜pkān thurakit bō̜rikān nai khēt Krung Thēp Mahā Nakhō̜n [Factors affecting the competitive advantage of service business entrepreneurs in Bangkok]. Veridian E-Journal, Silpakorn University (Humanities, Social Sciences and arts). 11(1),2148-2167.
Niyomkar, P. (2021). Kānphatthanā sinkhā thīralư̄k phā thō̜ mư̄ yō̜m khrām phư̄a phœ̄m mūnlakhā thāng sētthakit kānthō̜ngthīeo nai khēt thētsabān ืnakhō̜n Sakon Nakhō̜n [The Development of Indigo Dyed Hand Woven Cotton Souvenir Product For Value Added Tourism Economy in Sakon Nakhon]. Journal of Liberal Arts and Management Science. 8(2),76-89
Pakdeeronachit, Y. and Choibamroong, T. (2019). sakkayaphāp chumchon dān kān songsœ̄m kāntalāt kānthō̜ngthīeo kǣ lǣng thō̜ngthīeo dōi chumchon nai phư̄nthī phisēt mư̄ang Phatthaya læ phư̄nthī chư̄am yōng [Community Potential to Promote Tourism Marketing of Tourist Attractions by the Community in the Special Governed City-Pattaya and the Related Areas]. Journal of Social Innovation. 7(2),254-264
Pearce, J. A. and Robinson, R. B. (2011) Strategic Management: Formulation, Implementation and Control. New York : McGraw Hill.
Pon-ngam, P. (2018). Kānsāng mūnlakhā phœ̄m čhāk phūmpanyā phākhāomā nai čhangwat lœ̄i sū sētthakit sāngsan [Adding Value from Culture and Local Wisdom of Loincloth in Loei Province Toward Creative Economy]. KKU Research Journal of Humanities and Social Sciences (Graduate Studies). 7(3),146-158.
Porter, M. E. (1990). The Competitive Advantage of Nations. Harvard Business Review. 73-91
__________. (2008). The Competitive Advantage Creating and Sustaining Superior Performance. New York : The Free Press.
Richards, G. (2020). Designing creative places: The role of creative tourism. Annals of tourism research. 85(2020),1-11. https://doi.org/10.1016/j.annals.2020.102922
Saithong, A., Vanruengrong, T. and Sunaprom, U. (2012) Kānphatthanā rūpbǣp phāya ʻom khrām samrap khon run mai [The Development of Indigo-dyed Cloths' Pattern for the new Generation People]. Sakon Nakhon : Sakonnakhon Rajabhat University
Soonsan M. and Sungthong S. (2020). Phāplak prathēt læ phāplak lǣng thō̜ngthīeo khō̜ng Thai : mummō̜ng khō̜ng nakthō̜ngthīeo chāo tawantok [Causal Relationships between Destination Image, Place Attachment, Overall Satisfaction, and Behavioral Intention of Western Tourists in Phuket]. KKBS Journal of Business Administration and Accountancy. 4(2),119-140
Thanarungcharoenkit, et al. (2019). Konlayut kāndamnœ̄n thurakit phư̄a sāng khwām daiprīap thāngkān khǣngkhan khō̜ng thurakit rān Mr. Ice Cream čhangwat Nakhō̜n Pathom [Business Strategies for Creating Competitive Advantage of Mr. Ice Cream Restaurant, Nakhon Pathom Province]. Veridian E-Journal, Silpakorn University (Humanities, Social Sciences and arts). 10(1),1152-1167
Thongchern, P. (2009). Kārok lap mā khō̜ng sī khrām phāk ta [The return of the southern indigo]. Bangkok : The Thailand Research Fund.
Vanichbuncha, K. (2017). Kān wikhro̜ sathiti chan sūng dūai SPSS for Window [Advanced Statistical Analysis with SPSS for Window]. (12th ed). Bangkok : Lada limited partnership
World Crafts Council. (2021). Sakon Nakhon (Thailand). Retrieved August 2021, from https://www.wccinter national.org/sakonnakhon
Yampiw, C. and Sansook, C. (2021). Konlayut sētthakit sāngsan khō̜ng phūprakō̜pkān wisāhakit khanāt klāng læ khanāt yō̜m nai čhangwat Phra Nakhō̜n Sī ʻAyutthayā [Creative Economy Strategies of Small and Medium Enterprise Entrepreneurs in Phra Nakhon Si Ayutthaya Province]. Santapol College Academic Journal : SCAJ. 7(1),39-48.