Guidelines for Developing Tourism Management in the Next Normal Era of Pattaya City, Chonburi Province according to Bhavana 4

Abstract

This research article aimed to present the development guidelines for tourism management in the Next Normal era of Pattaya City, Chonburi Province according to Bhavana 4. This research was a mixed-methods study, using a document study, distributing a questionnaire with a reliability value of 0.975 to a sample group of 400 people aged 18 and over living in Pattaya City, Chonburi Province. The sample was purposively selected from 4 constituencies of Pattaya City, 100 people per constituency. The statistics used were frequency, percentage, mean, standard deviation, and Pearson's correlation coefficient. In-depth interviews were conducted with 17 key informants, and non-participant observation. Descriptive content analysis was used. The research results found that 1) in the aspect of accommodation service (physical and social), Kayabhavana should include additional safety measures both inside and outside the accommodation; 2) In terms of tourism activities (regulations and Silabhavana, tourism management supervision, meditation, Cittabhavana and tourism promotion policy: Panyabhavana:, they should be developed in a tangible way and must support each other); 3) in the aspect of facilities (physical and social), Kayabhavana and regulations: Silabhavana), it was about taking care of the area to be ready to receive tourists and having continuous and tangible regulation and regulations; 4) in terms of attraction (tourism management supervision): Cittabhavana and tourism promotion policy: Panyabhavana),  the area should be developed in conjunction with the development of the quality of life of local people; and 5) in terms of travel to tourist attractions (physical and social: Kayabhavana), it was convenient to have a traffic structure that was appropriate for tourism management.