Rugphong Vongsaroj. Ph.D. NIDA Center of Integrated Tourism Management Studies

1. Tourism Product Development Enhancing Sustainable Tourism Development of Thai Tour OperatorsA Case of Chiangmai and Phuket Provinces Rugphong Vongsaroj. Ph.D. NIDA Center of Integrated Tourism Management Studies

2. Introduction Economic Social Environment Burapha University International Conference 2012 Positive & Negative Impacts of Tourism Development Sustainable Tourism Development (STD) for maximize benefit and minimize cost to society STD in mass tourism market provide larger and broader impact, compared to niche one. Sustainable Tourism Product Development (STPD) serves as a crucial way to obtain STD in mass tourism market

3. Research Objectives Burapha University International Conference 2012 to measure the awareness and implementation of sustainable tourism product development (STPD) approach among the tour operators and to investigate the effect of TOs’ internal factors on their application of sustainable tourism product development approach.

4. Research Scope & Methodology Burapha University International Conference 2012 Population : Tour operators located in Chiangmai and Phuket provinces (unknown) Sample Size : consensus sampling method and 130 questionnaires were perfectly returned Statistics : both descriptive and inferential statistical analysis; including frequency, percentage, arithmetic mean, standard deviation, dependent sample t-test, independent sample t-test and analysis of variance (1-way ANOVA).

5. Research Framework TOs characteristics - Capital Registered - Profit Margin STPD Awareness of TOs - Selection - Planning -Implementation -Post-implementation Gap ? STPD Implementation of TOs - Selection - Planning -Implementation -Post-implementation • two research hypotheses: • TOs characteristics affect their STPD implementation; and • the awareness level of TOs to STPD is different from their real implementation. Burapha University International Conference 2012

6. Research Results & Discussion Burapha University International Conference 2012 TOs’ Awareness to STPD and Implementation

7. Research Results & Discussion ** Significant at .01 level the difference between awareness to STPD and implementation of TOs

8. Research Results & Discussion Burapha University International Conference 2012 Awareness and Implementation Gap

9. Research Results & Discussion 1 the test for equality of variance (Levene’s Test) reveal that TOs with different register capital have indifferent level of variance in their performance. * Significant at .05 level Burapha University International Conference 2012 The effect of registered capital on STPD implementation

10. Research Results & Discussion * Significant at .05level ** Significant at .01 level Difference of STPD implementation among TOs with different capital registered

11. Research Results & Discussion 1 the test for equality of variance (Levene’s Test) reveal that TOs with different register capital have indifferent level of variance in their performance. * Significant at .05 level The effect of profit margin on STPD implementation

12. Research Results & Discussion 1 the test for equality of variance (Levene’s Test) reveal that TOs with different register capital have indifferent level of variance in their performance. * Significant at .05 level The effect of profit margin on STPD implementation

13. Conclusion & Recommendation Burapha University International Conference 2012

14. Thank You for Your Attention Burapha University International Conference 2012