A Strategic Plan for the Integrated Promotion and Potential Development of Sustainable Tourism of Khorat Geopark A Strategic Plan for the Integrated Promotion and Potential Development of Sustainable Tourism of Khorat Geopark

Abstract

This research aims to develop a strategic plan for the integrated promotion and potential development of sustainable tourism of Khorat Geopark. A qualitative research methodology was employed, utilizing data from document studies, an assessment of tourism resource potential, tourism product components, and opinions on promoting tourism in Khorat Geopark. The data collection tool was a semi-structured interview designed to gather expert opinions for strategic planning. In-depth interviews were conducted with key informants. A purposive sampling method was used, selecting 5 groups of stakeholders such as government representatives, private sector representatives, academics, representatives from Non-Governmental Organizations (NGOs) and local community representatives, totaling 27 participants. The collected data was analyzed and synthesized to develop a strategic plan for enhancing tourism potential.

          The research findings reveal that 1) Thailand's tourism is recovering after the COVID-19 pandemic, with tourists adapting their travel behaviors. Nakhon Ratchasima Province has high tourism potential, with domestic travelers as the main visitor group. The province offers diverse attractions, convenient transportation, and year-round travel opportunities. 2) If Khorat Geopark undergoes further development and promotion, it has the potential to become a key tourist attraction in Nakhon Ratchasima. 3) Khorat Geopark has a clear direction and approach for tourism development and promotion. 4) Tourism in Khorat Geopark is expected to have a more positive impact on society and local communities than negative consequences. 5) Tourism in the Khorat Geopark involves environmental factors that include strengths, weaknesses, opportunities, and challenges. These can be analyzed and synthesized into a strategic plan to enhance and develop tourism potential. The plan consists of a vision, mission, strategies, and four key strategic areas: developing tourism resources and activities, improving the quality of tourism products and services, building a data system and raising public awareness through tourism promotion, and fostering integrated cooperation among stakeholders in tourism operations.