Research & Article

The Competitive advantage strategies of cultural tourism a case study: Wat Phra Mahathat Woramahawihan, Nakhon si Thammarat has been registered as a cultural world heritage aims to investigate the factors which have an influence on competitive advantages and to recommend the competitive advantage strategies of cultural tourism for Wat Phra Mahathat Woramahawihan, Nakhon si Thammarat has been registered as a cultural world heritage. The data was conducted by in-depth interview from 20 stakeholders. And the data was analysed by Dynamic Diamond Model) SWOT Analysis and TOWS Matrix. The result of this research illustrated that 1) Reducing operation cost strategy, this could be done by creating networking strategy and using public relation strategy to enhance an international tourism. 2) Differentiation strategy, this also includes strategy to support creative tourism.    3) Satisfying customers needs strategy, this consists of strategy of tourism connectivity between Gulf of Thailand and Andaman and also logistic development strategy in order to support an higher volume of tourists. 4) Sustainable tourism strategy, 3 main sectors which are government sector, private sector and inhabitants should work together to develop and preserve cultural tourism and educate tourists about preserve the tourism site for a sustainability.