THE DEVELOPMENT OF TOURISM ACTIVITIES BASED ON THE CONCEPT OF CONTINUOUS MOBILITY TOURISM PHROM LOK SUBDISTRICT, PHROM KHIRI DISTRICT, NAKHON SI THAMMARAT PROVINCE

Abstract

This research aimed to study the problems related to tourism activities, develop tourism activities, and evaluate the implementation of such activities based on the concept of Continuous Mobility Tourism. It employed a research and development (R&D) methodology, which included synthesizing concepts, theories, documents, and related studies, along with conducting in-depth interviews with experts, individuals, and groups involved in tourism activity development. The sample groups consisted of The Phrom Lok Tourism Club, consisting of 10 members, and the Ban Nai Mong Tourism Group, consisting of 8 members, together with 100 tourists in Phrom Lok Subdistrict, Phrom Khiri District, Nakhon Si Thammarat Province. The research findings revealed that Climate and accessibility certain transportation routes were inconvenient, and weather conditions could be an obstacle to travel. Facilities and safety - insufficient management led to a lack of confidence among tourists. Public relations and marketing - information dissemination was limited, resulting in the activities being relatively unknown. To address these issues, the research developed a management approach called the Promkiri MODEL, aimed at preparing the working team and stakeholders for tourism management. The model applied SWOT Analysis to analyze the situation and OKRs (Objectives and Key Results) to set goals and measure performance, while also enhancing service standards and promoting tourism through diverse communication channels. The evaluation results indicated that applying the Promkiri MODEL in combination with OKRs provided a clear operational structure, enabling effective monitoring, verification, and evaluation. The set objectives aligned with the needs of both the community and tourists, reduced errors in implementation, and enhanced the efficiency and credibility of tourism activities.