การวิเคราะห์เชิงยุทธศาสตร์การท่องเที่ยวของพื้นที่กลุ่มจังหวัดอันดามัน (ภูเก็ต กระบี่ และพังงา) / ดุสดีภา การบุญ = Strategic analysis applied to tourism of the provinces along the Andaman Coastal Area / Dutsadeepha Karnboon
This research employs both quantitative and qualitative methods, aiming to analyze strategically the sustainable development of tourism in the provinces along the Andaman Coastal Area toward a world class destination. It contains an analysis on management quality. Data were drawn from in-depth interviews with strategic tourism experts and questionnaire were employed to survey stakeholders in the provinces along the Andaman Coastal Area. Statistical methods used in this study include percentage, T-test and One-Way ANOVA analysis. The findings reveal that the provinces along the Andaman Coastal Area have adopted and adapted New Public Administration management methods. Their strategic positions are specified as "Threats and Strength" domination. Effects of the external environment show more threats than opportunities while the internal environment reveals more strengths than weaknesses. The areas have more competitive advantages when the weaknesses and threats are properly managed. In other words, exploitation of opportunities in exchange with coping with threats is the Area’s challenges. In the same manner, strengths are strategic issues for manipulation of detailed operational plans. As a result, the Area would gain a new advantageous position towards a stable environment established under global changing environment. Therefore, the appropriately strategic direction in the development Area is able to compete globally toward sustainable tourism. At the end, the Area is expected to achieve strategic adjustments combined with an aggressive strategies, spatial problem-solving strategy and controlled growth development strategy.
