Development of Riverside Lifestyle Tourism Potential, Nong Suang Village, Krachaeng Subdistrict, Bang Sai District, Phra Nakhon Si Ayutthaya Province
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Abstract
The purposes of this article are to 1) study the potential of riverside lifestyle tourism, 2) create development strategies for riverside lifestyle tourism, and 3) design a Business Model Canvas for developing riverside lifestyle tourism in Nong Suang village, Bang Sai district, Phra Nakhon Si Ayutthaya province. In addition, qualitative research was employed in this research. Data collection instruments included SWOT analysis, TOWS matrix, and Business Model Canvas (BMC). Descriptive statistics were used to analyze the data. The research results were found as follows;
1. Riverside lifestyle tourism potential strengths include S1 attractive features like natural water sources and S2 well-developed facilities including accommodations S3 easy access with multiple travel routes to the community, and S4 competitive tourism costs. The weaknesses included W1 lack of knowledge in developing tourism activities, W2 limited public relations and media presence, W3 travel routes currently under repair, W4 inadequate bathroom facilities, W5 limited tourists’ access during the rainy season, W6 absence of established tourism standards, and W7 lack of financial resource. In addition, the opportunities included O1 capitalizing on the popularity of cultural tourism, O2 government support, and O3 research funding. Furthermore, the threats included T1 water disaster, T2 water hyacinth, T3 economic downturn, and T4 tourism competition.
2. Development strategies consisted of one SO strategy, three WO strategies, one ST strategy, and one WT strategy.
3. The business model of riverside lifestyle tourism potential development included three aspects: 1) the marketing aspect, focusing on target customers and creating awareness and creating value in products and services for the target group; 2) the operational processes aspect; and 3) the financial aspect, displaying income and expenses required for operations.
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