Lao Tourists’ Perception towards the Potential of Border Tourism Elements of Ubon Ratchathani Province

Abstract

The study examined the perspectives of Lao tourists regarding the potential of border tourism elements within the Ubon Ratchathani province. This research is a quantitative research and the research area are Khong Chiam and Sirindhorn districts of the Ubon Ratchathani province. A questionnaire was used as the primary research instrument. A sample size of 400 Lao tourists was selected through the accidental sampling technique. The concept of tourism element was used as foundational framework. Statistical analyses incorporated in the study encompassed frequency, percentage, mean, and standard deviation assessments. The research found that Lao tourists' perceptions revealed the potential of border tourism elements in Ubon Ratchathani province at a moderate scale. As for each aspect, the potential for accessibility was the highest level, followed by accommodation, attractions, activities, and amenities respectively. There were several development guidelines. Firstly, enhancing the distinctiveness of tourist attractions was  imperative to effectively showcase the unique characteristics of Ubon Ratchathani.  Secondly, there was a proposal to enrich tourist activities by focusing on cultural assets such as local cuisine, traditional practices, indigenous knowledge, beliefs, and folklore. Additionally, improving accommodation services and expanding transportation options tailored specifically to the needs of Lao tourists were essential measures. Moreover, it is recommended there should be a tourism map that integrates key attractions across border towns in Ubon Ratchathani province and Southern Laos. The map should be accessible via a mobile application and supported by route signage to enhance the overall tourism experience for Lao visitors.