Guidelines for Developing the Potential of Tourism Elements of Phu Chong - Na Yoi National Parks, Ubon Ratchathani Province

Abstract

                This research aimed to 1) investigate the travel behavior of Thai tourists visiting Phu Chong-Na Yoi National Park, to 2) analyze their perceptions of the potential of the Park's tourism components, and to 3) propose guidelines for developing the tourism potential. This study employed a mixed-method approach, combining quantitative and qualitative research. The samples comprised 400 Thai tourists and officers of Phu Chong-Na Yoi National Park. Data collection utilized questionnaires and in-depth interviews. Quantitative data were subjected to descriptive statistical analysis (frequency, percentage, mean, and standard deviation), while qualitative data were analyzed using content analysis. The demographic profile of Thai tourists surveyed was predominantly female, aged 21–30 years, single, and possessing a bachelor's degree or equivalent. Most respondents were employed as private or company staff, reporting an average monthly income of 10,001–20,000 THB. Most visitors had traveled 1-2 times, primarily with family/ relatives for relaxation. Travel decisions were often made independently, leveraging online media for information, and transportation was predominantly by private car during weekends. The average travel expenditure was estimated to be 1,001–3,000 Baht. Regarding tourist perceptions of the tourism potential, the study revealed that all components were rated at a high level of potential. Specifically, the attraction component yielded the highest level. This was followed by tourism activities, facilities, accessibility, and accommodation at high level. The approach to developing the potential of tourism elements of Phu Chong-Na Yoi National Park must be managed according to the five aspects of tourism: tourist number control in national parks should include clear guidelines for tourism communication, improved accessibility for persons with disabilities and the elderly, an online accommodation database, and effective hygiene management for food and beverage services.