An Evaluation of Tourism Potential and Quality Standards for Cultural Tourist Attractions in Surin Province, Thailand

Abstract

This study examines the tourism potential and quality standards of cultural attractions in Surin Province, Thailand, through a quantitative survey of 400 purposively selected respondents, including government officials, private stakeholders, community leaders, and tourists. The research instrument was a structured questionnaire with a reliability coefficient of 0.89. The findings reveal that Surin Province possesses strong potential for cultural tourism development, with an overall capacity at a high level (x ̅ = 3.87). This is supported by positive community attitudes, diverse food offerings, effective safety measures, and well-developed cultural tourism activities, accommodations, and promotional efforts. The quality standards of cultural tourism attractions were also rated at a high level (x ̅= 3.85), reflected in three key components: tourism appeal characterized by unique local culture and traditions; support capacity through adequate infrastructure and facilities; and effective management focusing on cultural heritage conservation. However, several challenges remain, including limited diversification of tourism products, insufficient promotion of homestay programs, issues in land use management near heritage sites, and limited community participation in tourism planning. Addressing these challenges through participatory, conservation-based, and inclusive strategies can enhance sustainability and equitable benefit distribution. Continuous monitoring, adaptive management, and strategic investment aligned with local cultural values are essential to preserving Surin’s cultural heritage while fostering its development as a distinctive and sustainable cultural tourism destination.