Cultural tourism promotion policy in Ubon-Ratchathani Province

  • นิชนันท์ อ่อนรัตน์ มหาวิทยาลัยกรุงเทพธนบุรี
Keywords: Policy, Tourism promotion


                 The objectives of this study were threefold: (1) to investigate the public policy implementation on tourism keeping the Thai local tradition promotion and development in focus; (2) to ascertain problems and obstacles encountered in the course of the policy implementation; (3) to examine the cooperative efforts between the central administrative practices and the local administrative practices with regard to the public policy implementation on tourism.

                 The required data used in the study were gathered from up – to – date documents, focus group interviews, in – depth interviews, and audiovisual materials. The qualitative data were analyzed by resorting to content analysis, description, and storytelling. The data analysis has revealed the following facts: The policy on the tourism promotion of Ubonratchathani province to be implemented was broken down into work plans, projects, and promotional activities in collaboration with all agencies concerned in the public and private sectors.; all administrative resources were taken into account; the administrative resources included preparedness of personnel, budgets, equipment, vehicles and other necessary things. With the help of these administrative resources, the tourism promotion policy implementation of Ubonratchathani province was highly effective. Simultaneously, coordination, network creation, monitoring, evaluation as well as problem – solving techniques were brought into play. One of the major problems encountered in the course of policy implementation was insufficient budgets. Staff members in 13 organizations out of 17 organizations in its entirety concerning the policy implementation were of the opinion that the budgets needed for the policy implementation were far from adequate. Likewise, there existed the problems of people’s participation; staff members in 12 organizations out of 17 organizations said that people at large failed to take part in the activities relating to the policy implementation. It was largely because the governmental agencies concerned were negligent in keeping the people well – informed about the policy implementation activities, as well as in motivating the people to participate.

                   Finally, the equipment was not sufficient for use in holding policy implementation activities or other relevant activities. Staff members of 11 organizations out of the 17 organizations opined that the needed equipment was insufficient for effective implementation. Based on the findings of the study, the researcher has made the following recommendations: Sufficient budgets should be allocated to all organizations and authorities responsible for the policy implementation on the promotion and development of Thai local traditions; people should be encouraged to participate in the activities relating to the policy implementation; equipment needed for the policy implementation activities must be adequately provided; Finally, the competencies of the staff member concerned with the implementation, monitoring, and evaluation should be further improved (despite the fact that the current competency problems of the staff members are not serious or appear to be more or less satisfactory).