Problems, needs, and management guidelines for cultural tourism targeting Myanmar tourists in Phetchabun Province

Abstract

This study aimed to 1) investigate the current problems and needs of Myanmar tourists regarding cultural tourism in Phetchabun Province, and 2) propose appropriate tourism management guidelines for government agencies and private sector entrepreneurs to effectively support Myanmar tourists. This study employed a mixed-methods research design. Quantitative data collected from a sample of 227 Myanmar tourists using questionnaires, while qualitative data were gathered through in-depth interviews with 20 key informants, including tourists’ representatives, monks, entrepreneurs, and government officials. Data were analyzed using descriptive statistics and content analysis. The findings revealed that the primary obstacles for Myanmar tourists included inconvenient transportation (50.22%), a lack of hospitable service (46.26%), and insufficient information (39.65%). These challenges aligned with the tourists’ prioritized needs for facility development (57.71%) and improved public transportation systems (38.33%). In-depth interviews indicated that the service – related issues primarily stemmed from language barriers and a lack of Myanmar- language promotion materials, which significantly limited tourists’ access to and engagement with cultural activities. Meanwhile, entrepreneurs and government officials faced challenges in waste management, traffic congestion, and communication. The proposed management guidelines focused on a "Convenience-Cleanliness-Communication" strategy. Key initiated include developing integrated transportation linking between tourist sites, improving hygiene standard in religious landmarks, and implementing multi-language signage to elevate service quality consistent with the dynamics of the migrant worker tourism market.