PUBLIC AND PRIVATE COLLABORATION IN DRIVING TOURISM POLICY IN PHRA NAKHON SI AYUTTHAYA AND ANG THONG PROVINCES

Abstract

This study employs a qualitative research approach with the following objectives: 1) to examine the characteristics of collaboration between the public and private sectors in driving tourism policy in Phra Nakhon Si Ayutthaya and Ang Thong provinces; 2) to analyze tourism project models and the factors influencing the success of public–private collaboration in advancing tourism policy in these provinces; and 3) to propose guidelines for enhancing public–private collaboration in tourism policy implementation in Phra Nakhon Si Ayutthaya and Ang Thong. The study utilizes qualitative methods, employing in-depth interviews and focus group discussions with purposively selected participants. The sample consists of 32 individuals from the public sector, private sector, and civil society who are involved in driving tourism policy through the “We Travel Together” program and Night Run activities in Phra Nakhon Si Ayutthaya and Ang Thong. Data were analyzed using inductive content analysis.

            The research findings indicate that: 1) the characteristics of public–private collaboration in driving tourism policy in Phra Nakhon Si Ayutthaya and Ang Thong are dynamic and context-dependent, encompassing both system- and rule-based mechanisms and relationship- and trust-based approaches. National-level policies tend to emphasize systematic implementation, whereas area-based activities highlight partnership and participatory engagement. Differences in local capacity significantly affect the effectiveness of collaboration, and such collaboration may become fragile if it relies excessively on financial incentives or personal relationships. 2) Tourism project models and the factors influencing successful collaboration can be categorized into two main types: (a) financially and digitally driven models, which are efficient but less flexible, and (b) area-based activity models, which are highly flexible but require close coordination. Key factors influencing collaboration include policy clarity, resource and technological readiness, social capital, trust, and community participation. Importantly, policy success extends beyond economic outcomes to include the sustainability of collaboration, equitable benefit distribution, and the preservation of local identity. 3) In terms of policy recommendations, digital policies should be adapted toward more flexible, area-based approaches, reducing disparities, strengthening provincial-level roles, and establishing digital facilitation mechanisms. Additionally, public–private collaboration should be institutionalized and stabilized to ensure long-term effectiveness.