Research & Article

The purposes of this research were 1) to study and analyze inside and outside environments of cultural heritage tourism in Phra Nakhon Si Ayutthaya Province and 2) to present guidelines on cultural heritage tourism development in Phra Nakhon Si Ayutthaya Province using qualitative research procedures in order to study inside and outside environments (SWOT) of Phra Nakhon Si Ayutthaya Province, conduct a matching analysis (TOWS Matrix) and lay down guidelines on cultural heritage tourism development in Phra Nakhon Si Ayutthaya Province. The sample group consisted of 22 people involved in tourism of Phra Nakhon Si Ayutthaya Province, namely representatives from governmental sectors, private sectors and community representatives. Quasi-structured interview was used for content analysis.

The findings showed that guidelines on cultural heritage tourism development in Phra Nakhon   Si Ayutthaya Province were as follows: 1) promoting and reviving cultural heritage tourism resources by gathering knowledge and historical evidence used for tourism education, conserving cultural heritage sites around Phra Nakhon Si Ayutthaya Island, developing tourism activities by arranging longer than-one-day tourism route; 2) developing product quality and tourism service in terms of tourism officers responsible for providing tourism routes systematically, collaborating with governmental sectors, solving problems related to profiteering consumers, developing language skills of entrepreneur of small business, developing database system which uses information technology system for giving tourism information; 3) promoting tourism marketing in order to become an ASEAN tourism hub by making tourists remember positive tourism public image via unique media, developing tourism into ASEAN cultural hub; 4) enhancing social participation in cultural heritage by promoting community potential for supporting tourists, enhancing tourists’ security; and 5) developing public utility system and environment, namely tourism landscape, public utility and transport systems to increase tourists’ convenience.