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Abstract:
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This dissertation aims to study the position of Sukhothai tourism income compared with Chiang Mai and Ayutthaya tourism income and to study the potential of Sukhothai potentiality tourism industry competition by BCG Matrix method and Diamond Model; the data from the Department of Tourism, Gross Provincial Product of Sukhothai, and in-depth interview with specialist of Sukhothai tourism industry from government sector and private sector.
The results of this study with BCG Matrix method indicate the Sukhothai tourism income ranked to the star and switching to cash cow each year and average of tourism income ranked between star and cash cow, because of its fluctuations of growth rate of tourism income. But Diamond Model showed that Sukhothai tourism income can increase the growth rate and the size of market, that effect to shift position of Sukhothai tourism income ranked continual star. The way to treat the growth rate for stability increasing by reduce effect of flood and modify transport problem. Furthermore, the size of market increased by increasing number of tourists with advertisement obscure entertainment; series, variety, movie for building audiences in order to recognize, increase the length of stay with activities which generate and identify local product, augment the area and show the old traditional market, and the establishment of amusement park for tourist to spend time. Finally, increase expenditure by create local product or souvenir plaza, support trading and reduce the rent for commerce.
Key word : Analysis, Tourism, Sukhothai, BCG Matrix, Diamond Model
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