The Tourism Administration of Sukhothai Historical Park Based on the Tourists and Community Demands
The purposes of the
research investigated: (1) the
recreation administrative model of
Sukhothai Historical Park; (2) to
explore the marketing strategies of
service businesses of Sukhothai
Historical Park; (3) to investigate the
problems and the demands of the
administrative participants of Sukhothai
Historical Park; and (4) to explore
behaviors and opinions of the tourists
on services of Sukhothai Historical
Park. The samples of the research were
138 administrative participants of
Sukhothai Historical Park and 341
tourists coming to Sukhothai Historical
Park. The instrument used in the
research was questionnaires divided into
2 sets: questionnaires for
administrative participants of Sukhothai
Historical Park and questionnaires for
tourists coming to Sukhothai Historical
Park. The collected data were analyzed
by frequency, percentages, arithmetic
means, standard deviation, and content
analysis. The findings of the research
indicated:
1. Most administrative
participants of Sukhothai Historical
Park seemed to be females 40-49 years
old. Most of them seemed to be merchants
and self-employed
living in Mueang
District, Sukhothai. Most of them were
souvenir dealers because being souvenirs
dealers can possibly help them to earn
money in uncertain times when the
safety, or quality of service is
uncertain. In addition, the quality of
service of administrative participants
of Sukhothai Historical Park was as good
as competitors, and
impressed the
customers with systematic services and
the same standards.
2. In terms of the
marketing strategies to attract the
customers, it was found that they were
at a high level. The highest mean score
seemed to be the side of the different
prices and clear price tags. Moreover,
the inferior mean scores seemed to be
the side of the facilitators’ good
communicative skills, being hospitable,
appropriate locations and clean shop
areas.
3. For the problems and the
demands of the administrative
participants of Sukhothai Historical
Park, it can be said that they were at a
low level; that is, insufficient
parking, the irregularity of preparing
tourist activities, lack of public
relations through various media such as
radios, televisions, websites,
magazines, and so
forth,respectively.
4. In terms of the
tourists coming to Sukhothai Historical
Park, it was found that most tourists
seemed to be female and single, 21-30
years old. Most of them held vocational
and high vocational certificates. They
came from other provinces in Thailand by
cars, and came to Sukhothai to only go
sightseeing. Most of them came to
Sukhothai with their friends, and it was
also their first time in Sukhothai. In
addition, the tourist attractions that
the tourists wanted to visit seemed to
be ancient remains and antiques, and
they spent over 4 hours during their
visit. The reason that the tourists were
interested in Sukhothai travels appeared
to be the attractive atmosphere and
nature. Most of them knew the tourist
attractions from friends, and relatives,
including acquaintances. Most tourists
chose to use the services of restaurants
with no promotional activities, and paid
by cash. Moreover, the factors
influencing tourist decisions appeared
to be the natural beauty. In terms of
the tourists’ opinions on service
of Sukhothai Historical Park, it can be
said that they were at the high level;
that is, the structures of
administrative systems pertaining to
convenient and appropriate services,
appropriate locations and clean shop
areas, and various services and
activities that can meet the
tourists’ demands
respectively.
Credit : พรรณทิมา วรรณสุทธิ์ // วลัยลักษณ์ พันธุรี
https://so05.tci-thaijo.org/index.php/irdssru/article/view/214768