Potential of Songkhla Lake Basin for Integrated Sustainable Tourism Development to The Target Destination

Abstract

            This research aimed to 1) survey tourism resources in the Songkhla Lake Basin; 2) assess the opinions of tourism operators, government agencies, and the public sector regarding the potential for tourism in the Songkhla Lake Basin; and 3) analyze the tourism potential of the Songkhla Lake Basin. The study employed a mixed-methods approach. In the quantitative research, the sample consisted of residents of the Songkhla Lake Basin, and data were collected using a questionnaire with quota sampling. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis. In the qualitative research, the sample included tourism entrepreneurs and government agencies, and data were gathered through semi-structured interviews and focus groups. Content analysis was used to analyze the qualitative data.
           The findings revealed that the Songkhla Lake Basin possesses a diverse range of tourism resources. Each district has unique attributes, including natural attractions, historical sites, antiques, arts, culture, traditions, and activities. This diversity contributes to the Songkhla Lake Basin's substantial tourism potential, which is enhanced by the collaboration of all stakeholders, positioning it well as a comprehensive tourism destination. Overall, opinions on the tourism potential of the Songkhla Lake Basin are highly positive. Specifically, aspects such as accessibility, reputation, the value of tourist attractions, the environment, limitations in supporting tourism, and facilities were all rated highly.