Cluster Development Strategies : Khmer’s Civilization Tourism in Sriburin

An integrated research was conducted in order to develop and manage the cluster of Khmer civilization tourism in the lower northeastern part of Thailand: a case study of the cluster of tourism in Buriram, Surin, Sisaket province aimed: 1) to investigate the potential, problems and needs of cluster networking; 2) to make the model scheme, strategy and action plan of the cluster. This qualitative research employed in-depth interviews and the 5-phase focus group for data collection. Based on the research objectives raised, the findings were as follows: The potential of the cluster of Khmer civilization tourism in the province were found to have four factors: 1) integrity and diversity of tourism cluster in the supply chain concept; 2) clusters of tourism in the area; 3) the network should support the government, private and community; and 4) ability to attract tourism products and services to the cluster of Khmer civilization tourism. However, the problem of integration of the tourism cluster were found in five points:1) the driving force of leadership; 2) putting forward their own interests rather than that of the public; 3) the direction and program implementation; 4) the contradictions of industrial enterprises; and 5) an understanding of network management. As  result, the desires of the tourism cluster were classified into three points: 1) to increase market opportunities; 2) the development of business performance; and 3) collaborate with partners to increase the competitiveness of the business. The master plan, strategic plan, and action plan scheme for the tourism cluster of years 2011-2016 found that the vision was cooperation of the enterprise network to enhance productivity and services for the Khmer civilization tourism of Sriburin included five missions: 1) controlling and taking care of members; 2) developing and promoting the potential and services of member corporate images; 3) developing the channels of tourism markets of members; 4) developing the information system and public relation of members; and 5) being the cooperative intermediary of members and cooperated members both private and public clusters. In addition, the developing strategic plan and action plan of tourism clusters were found in four strategies: 1) the integrated and promoted strategy in the Khmer civilization tourism cluster of Sriburin cooperation; 2) the strategies for creating information system and public relation of the Khmer civilization tourism cluster of Sriburin ; 3) the strategy for making and developing the channels of tourism markets of the Khmer civilization of Sriburin; and 4) the strategy for developing productivity, products and services within standards for the Khmer civilization tourism cluster of Sriburin members.

Credit :  อัจฉรา หลาวทอง // ภรณี หลาวทอง

https://so05.tci-thaijo.org/index.php/irdssru/article/view/213874