The management strategy of cultural tourism: A case study of Sakon Nakhon Province, Thailand

Abstract

The objectives of this study are to examine the motivation of tourists who came to visit Sakon Nakhon province and to study the guidelines of management strategy for cultural tourism in Sakon Nakhon province. In this paper, we used quantitative and qualitative methods by providing 800 questionnaires to Thais and foreign travelers, and we analyzed data using mean and standard deviation. In addition, we also used a focus group by inviting 20 experts involved in the tourism industry to discuss strategic management and analyzed the data using content and descriptive analysis. The results of this study show that Sakon Nakhon has several attractive places to motivate tourists to visit. The researchers recommend four strategic guidelines and eighteen management objectives to develop cultural tourism, and we also suggest three policy implementations for tourism development.