Tourism Potential Analysis and Development Strategy Design for Secondary Cities: A Case Study of Nakhon Phanom Province

Abstract

This study aims to: 1) analyze the tourism components of secondary cities in Nakhon Phanom Province; 2) evaluate the tourism potential of these secondary cities; and 3) propose strategic guidelines for tourism development in Nakhon Phanom Province. A qualitative research methodology was employed, incorporating document analysis, field surveys, and in-depth interviews using semi-structured instruments. The sample consisted of 20 key informants representing five sectors: public, private, local residents, civil society, and academia. The findings reveal that Nakhon Phanom possesses significant potential for religious and cultural tourism, with Phra That Phanom serving as a primary attraction. However, accessibility remains a challenge as the internal public transportation system is not yet comprehensive. Regarding facilities, public restrooms do not meet standard requirements, and promotional efforts remain insufficient. Furthermore, tourism programs and activities lack diversity, while ancillary services are concentrated only in major areas, resulting in inadequate safety oversight across all locations. The potential analysis indicates that Nakhon Phanom’s strengths lie in its religious and cultural assets. Weaknesses include fragmented public transportation, inadequate facilities, and a lack of clear integrated tourism routes and promotion. Opportunities arise from the growing trend of faith-based tourism and regional cooperation with neighboring countries. Conversely, threats include budgetary constraints, intense competition from adjacent provinces, shifting tourist behaviors, and global economic volatility. Recommended development strategies include establishing a distinct provincial identity as the “City of Faith along the Mekong,” fostering integrated public-private partnerships for systematic infrastructure investment—such as expanding transportation networks and elevating safety standards—developing digital platforms for tourism data integration and promotion, and enhancing human capital and administrative efficiency.