STRATEGIC PLANNING GUIDELINES TO DRIVE TOURISM BY THE COMMUNITY IN MUEANG BANG KLANG SUB-DISTRICT, SAWANKHALOK DISTRICT, SUKHOTHAI PROVINCE
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Abstract
The study aimed 1) to study the guidelines for community-based tourism management and
2) to propose the strategic planning for community-based tourism management. The sample group
consisted of 109 people. The data were collected from a community forum. The research instrument
consisted of SWOT ANALYSIS, PESTE Analysis, TOWS, Blue and White Ocean Strategy leading to the
determination of vision, mission, strategic issues, goals, indicators, target values, project strategies and
resolutions in order of 3 strategies, 3 tactics and 3 projects.
The results revealed the community participated in implementing and evaluating with the aim
of earning more income. Firstly, the priority was placed on Strategy 3 to develop infrastructure and
facilities for tourism. This included Tactic 3 to establish a tourist assistance center with the emphasis
on tourist safety. It led to Project 1 which was to make signs to publicize tourist attractions. Secondly,
the priority was placed on Strategy 4: to promote the participation and the integration of government
and private sectors. This included Tactic 3: to develop the collaboration among related sectors. This
led to Project 1 which was to establish a community tourism working group. Thirdly, the priority was
placed on Strategy 2: to develop the quality of products and services in tourism. This included Tactic
2: to develop health tourism and environmental tourism. This led to Project 1 which was to organize a
half marathon competition. The plan should be supported by government and private agencies in
terms of budget and tourism management consultant.
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