The effectiveness of driving tourism strategies based on southern border identity, Betong District, Yala Province

Abstract

This study aims to achieve the following objectives: 1. To investigate the effectiveness
of driving tourism strategies aligned with the identity of the southern border in Betong District,
Yala Province. 2. To study the collaboration between the public and private sectors in
propelling tourism strategies. 3. To propose tourism strategies aligned with the southern border
identity in Betong District, Yala Province. The study utilized a sample comprising four groups:
1) Government agencies, consisting of 7 individuals. 2) Private sector entities, comprising 19
individuals. 3) 2 subject matter experts. 4) 7 members of the local community. The research
employed in-depth interviews and utilized a non-probability selection sampling method
through a targeted selection approach.

It was found that both the public and private sectors are prepared to drive tourism
strategies aligned with the identity of the southern border. There have been campaigns,
festivals, and cultural events organized to welcome tourists. Additionally, collaborations
have been established with government agencies in Yala Province, private enterprises, and
business operators to promote a positive image of Betong. The local community has been
encouraged to participate in meetings to develop plans and engage in public relations
initiatives, ensuring widespread involvement in the government's operations within the
region.