The Guidelines for Developing Potential of Tour Business and Guides in Industry Tourism of Ubon Ratchathani Province in the ASEAN Context

Abstract

This article aims to analyze strengths, weaknesses, opportunities and threats of tourism entrepreneurs and tour guides in Ubon Ratchathani and to find guidelines to enhance their potential in tourism business and tour guide in Ubon Ratchathani, related to the ASEAN context.  Purposive sampling and in-depth interview were employed. Data was collected from the specialists in tourism through focus group discussion and SWOT analysis was undertaken to analyse the results.

          The study indicated that overall tourism entrepreneurs and tour guides in Ubon Ratchthani had their potential and were ready for ASEAN Economic community. Knowledge of society, culture, and regulation especially of Laos and Cambodia, along with the good quality and standard service was found as their strengths. There also were famous attractions in Ubon Ratchthani and convenient transportation that made it easy for tourists to travel all year round. The weaknesses were that some of tourism entrepreneurs and tour guides were not legally registered.   Political problem caused a divide among organizations and led to exclusion of access to resources.

To develop their potential, government agencies should provide support particularly, for new tourism entrepreneurs and tour guides and they need to establish partnership between the government and the private sectors to strengthen sustainable tourism, which would help them get prepared for the ASEAN Economic Community.