Evaluation of Tourism Management in Nakhon Si Thammarat Province, Thailand as a Secondary Tourism City

Abstract

This research aimed to evaluate tourism management in Nakhon Si Thammarat province (NST) by considering the 15A’s tourism elements. Quantitative and qualitative data were collected from 400 and 30 foreign quality tourists who were purposively selected. The research tools used were self-administered questionnaires and semi-structured interviews. Descriptive statistics and Importance-Performance Analysis (IPA) were used to analyze the data. The results revealed factors that show the weaknesses of NST tourism management as a secondary tourism city within Quadrant A and C. Quadrant A includes infrastructures, local involvement in tourism, service quality and political stability which have been urgently improved. Quadrant C includes accessibility between places within NST, public transportation, historical and archaeological sites, man-made attractions, variety and difference of activities from main cities, suitable activities toward tourist requirements, various choices of accommodations, service providers, tourism interpretations, authenticity of art and traditional architecture, attractiveness to spend more money and potentiality to link with main cities are provincial weak points and need to be improved. Whereas, Quadrant B includes accessibility from the main city to NST, natural attractions, cultural attractions, restaurants/cuisine, quality of accommodations, value for money in accommodations, friendliness and hospitality of local people, local ways of life, overall atmosphere of the city, supporting service, quality of local life, overall safety and security and value for money and time show their strong point for the provincial tourism management that the province needs to constantly maintain them. Quadrant D includes a tourist information provision, this factor is not urgently required for improvement.