นวัตกรรมการจัดการธุรกิจการท่องเที่ยวเชิงอนุรักษ์ในชุมชนเมืองเก่าจังหวัดภูเก็ต

Abstract

              This research aimed at 1) studying the context of ecotourism business innovation management in the Old Town of Phuket Province, 2) studying the image that affects ecotourism business innovation management in the Old Town of Phuket Province, and 3. ) studying the factors that affects the development of ecotourism business innovation management in the Old Town of Phuket Province. The respondents included executives in both private and government sectors, academics, local administrative executives and the people in Phuket Province with the selection criteria from those who have been living in Phuket for more than 20 years and from the tourists who have visited Phuket for their third time (the total number are 30 people) through an application of a qualitative research that uses data from field studies, in-depth interviews, and the focus group discussions.

              The findings from in-depth interviews with key informants revealed such interesting issues and/or information as follows: culture of the Phuket people in the past has been brought and developed into products that give advantages to business; for example, their traditional/native dress (Yaya and Baba), and food. In addition, public relations for promoting tourism have been used in order for the tourism companies as well as the tourists to gain access to information, stroll through the Old Town, and be connected to tourist attractions/areas in the city. Their grass root products (which are Phuket’s uniqueness) underlying their historical and cultural stories have been inserted into products of the community in the Old Town of Phuket Province. While tour services of the Old Town needs to have/create its own information center and develop its services (which is to be invested by locals), historical tours and a purchase of local products are therefore needed to be created by communities and be supported by local governments. Providing knowledge of ecotourism business innovation management to all community members in order for them to be able to give accurate information to tourists is also another important role of the local