Model for Building Sustainable Economic Strength and Competitiveness of Tourism and Service Businesses in The New Normal Era in Secondary Cities, Ang Thong Province

Abstract

   This research aims to: 1. analyze the factors promoting economic resilience and sustainable competitiveness; 2. derive lessons learned from best-practice models; and 3. develop a framework for enhancing economic strength and sustainable competitiveness within the "New Normal" tourism and service sectors of secondary cities, focusing on Ang Thong Province. The sample comprised 400 residents and tourists in Ang Thong Province, supplemented by 30 key informants. Research instruments included questionnaires, in-depth interviews, and focus group discussions. Data were analyzed using descriptive statistics—namely percentages, means, and standard deviations while qualitative data underwent content analysis.

   The findings reveal that: 1. the factors driving the enhancement of tourism attractions are rated highly overall; when evaluated individually, all dimensions scored highly, ranked from highest to lowest as follows: systematic and sustainable socio-economic and quality-of-life management, tourist attraction management, tourist facility management, and lowest, transportation accessibility. 2. The three prototype communities selected for developing economic strength and sustainable competitiveness in the tourism and service sectors are the Bang Mae Mai Community (Suphan Buri Province), the Thai Boeng Khok Salung Community (Phatthana Nikhom District, Lop Buri Province), and the Ban Ko Koet Community (Bang Pa-in District, Phra Nakhon Si Ayutthaya Province). These prototypes were selected because their socio-historical contexts and resources align with those of the studied research area. 3. Developed through field research and focus group discussions, the model for strengthening the Bang Sadet community tourism business comprises five core components: 1) committee establishment, 2) itinerary routing, 3) visitor reception infrastructure, 4) experiential learning bases and tourism activities, and 5) homestay accommodations. Furthermore, 1-day and 2-day, 1-night tour programs were designed to elevate sustainable tourism management in modern secondary cities.