Development of Tourism Products for Elderly Group by Local Operators in the Western Region for Enhanced Quality Tourism

Abstract

This research has 3 objectives: 1) to explore the capacity to develop tourism products for elderly group of local operators in the western region; 2) to develop tourism products for elderly group by local operators; and 3) to recommend guidelines for developing tourism products for elderly group by local operators. Research methodology involved 3 stages. Stage 1 was to explore the capacity to develop tourism products by documentary study, in-depth interview, and focus group discussion with 34 key informants. Stage 2 was to develop tourism products using participatory action research with 18 key informants of Muang Petch sugar palm inheriting group,
Petchaburi province. Stage 3 was to recommend guidelines for developing tourism products by conducting a learning and exchange meeting with 30 participants. Quantitative analysis included frequency, percentage, arithmetic mean, and standard deviation. Qualitative analysis employed content analysis, and inductive analysis. Research results revealed the followings. 1. The capacity to develop tourism products comprised creativity in tourism products, organization of tourism activities, provision of tourism services, and marketing promotion of tourism products. Success factors consisted of various aspects, i.e. learning, tourism resources, facilities, external support, and tourism products network. 2. The development of tourism products for elderly group involved the aspects of product size, product benefit, product feature, and product packaging. 3. The guidelines for developing tourism products included 1. Tourism operators should improve facilities and organize
health promoting tourism activities while considering safety, including learning promotion, and staff development in providing services to elderly tourists. 2. The community products operators should develop the products focusing on local identity, utilization of community materials, usefulness, production standards, and marketing network. 3. Operating level agencies should coordinate in improving public utility system and facilities, promotion of product development, and marketing
promotion so as to promote tourism for elderly people. 4. Policy level agencies should provide a policy concerning tourism operator network, and make a strategic plan in the development of products and marketing for elderly tourism as well as the development of tourism service standardsfor elderly people.