The Strategy of Cross Cultural Communication in Competitiveness for Tourism at World Cultural Heritage Attractions for ASEAN Community

Abstract

          The objectives of this research were to: 1) study the behavior of tourist in ASEAN, 2) study cross cultural communication for the tourism at world cultural heritage attractions in Thailand and 3) develop a strategy of cross cultural communication in competitiveness for tourism in Thailand. Research design is a type of mixed methods research. Questionnaires were collected from ASEAN tourist 400 samples and 30 key informants selected by purposive sampling to in-depth interviews. Analyze research data by quantitative data, using descriptive statistics and qualitative data use content analysis by Interpretation analysis.
          The results of this research were as follows: 1) the behavior of tourist in ASEAN is a tourist attraction, physical characteristics and activities, tourism facilities, management and participation of local communities were as follows: The moderate rate of opinion on the cultural attractions management (mean=3.05, SD=0.70). 2) A cross cultural communication for the tourism at world cultural heritage attractions in Thailand is tourism activities include: Sightseeing, special events, cultural tradition and festivals, visiting museums and local learning center. Problem of cultural management is the lack of readiness and competitiveness of tour operators, and lack of foreign language skills. and 3) The strategy of cross cultural communication in competitiveness for tourism in Thailand it was contained with 4 strategic issues; 1) The development strategy of tourism for an economic development, 2) the development strategy of tourism for environment conservation, 3) the development strategy of tourism for an integrated and sustainable tourism community and 4) the development strategy of tourism based on cultural and local wisdom.