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The Study of Managerial Potentiality on Cultural Tourism in Upper Northern Thailand: Cases of Chiangrai, Chiangmai and Mae Hong Son Provinces.


Abstract

 Project Title:     The Study of Managerial Potentiality on Cultural Tourism in Upper Northern             Thailand: Cases of Chiangrai, Chiangmai and Mae Hong Son                                                Provinces.

Researchers:       Associate Professor Dr. Makha Khittasangka, Mr. Gomin Wang-on,

                             Mr. Phithak Rattanasaengsawang, Mrs. Natthida Jumpa and

                             Mrs. Kulthida Inchai

Project Duration:   1 December 2009 – 10 August 201

               The  purpose of the research project entitled “The Study of Managerial Potentiality on Cultural Tourism in Upper Northern Thailand: Cases of Chiangrai, Chiangmai and Mae Hong Son Provinces” is to study;  1) the relationship between community’s readiness of cultural tourism destination and managerial capability in cultural  tourism, 2) the  causes of external factors  impact toward managerial capability of the community, 3)  management guidelines to develop standards  and services quality responding to provision of cultural tourism  in upper northern Thailand, and 4) the proposed cultural tourism management  guidelines for the upper northern provinces. This study employed ratified purposive sampling to collect data from the target population in the 12 ethnic communities which operating cultural tourism namely;   Hmong,  Lahu, Akha, Palaung, Thai Tai and Yunnan Chinese.  There were 337 respondents consisted of 120 Community Cultural Tourism Development Committee, Local Administration Committee and agencies involved in supporting tourism activities as well as 73 local business and 144 tourists who visiting the   tourist  destinations.         

                The results of the study showed that all 12 ethnic communities had indicated potentiality to be the cultural tourism destinations where people has still maintained to conserve traditional value which has not been assimilated by modernization. The research findings were as followed (1) The Pearson product-moment correlation coefficient is computed to measure relationship between two variables;  community’s readiness of cultural tourism destination and managerial capability in cultural tourism found correlation is significant at the 0.01 level, (2) the external factors impact toward managerial capability in cultural tourism found correlation is significant at the 0.01 level, (3) development of managerial guidelines for standards and services quality in provision of cultural tourism  products was found to depend on  the interconnected relationship among components  of the managerial capability comprising cultural tourism activities, managing cultural tourism activities, managing accommodation service and managing food service, all these components were significantly correlated at the 0.01 level, (4) the proposed cultural tourism management  guidelines,  was found that the development of administrative structure and the management system of the community cultural tourism, community’s readiness to indicate potentiality of cultural tourism destination, indicated relying on dependency of the external factors  relating to involvement of tourism development agencies in providing management guidance, education and training, support in infrastructure development and increasing numbers of the tourists.

Keyword:   Cultural Tourism in Upper Northern Provinces, Potential Development of Cultural Tourism Destination, Management of Cultural Tourism Destination, Ethnic Community in Chiangrai, Chiangmai and Mae Hong Son Provinces.




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