The Assessment of the Natural Hot Spring Potential to Become the Spa Town of Krabi, Thailand
The purpose of this research to the study of the potential of hot springs tourist attractions in Krabi province By analyzing the internal environment (strengths, weaknesses) and external environments (opportunities, threats). The research team collected data from in-depth interviews of 20 health and tourism related parties, including government, private and community sectors. The research team conducted strategic analysis consisting of the IFE matrix system and the Macao system. EFE matrix. The results show that, Internal and external factors (SWOT) found that the total weighted score of the internal factor environment (IFE) is equal to 2.20. The weighted score of the external factor environment table (EFE) is 2.40. When the weighted values of both tables are the process of determining the internal-external matrix position (ie matrix), the Y-axis is the score value of the IEF table score and the X-axis is the EFE table score value. When the points of the two axes intersect, it can be seen that the intersection points fall in part two. The strategy is constant, that is to say, that the organization will try to maintain the scope of their business. Not expanding rapidly, focusing on strengthening the business. To be able to be in the same competitive position and the same market share in the industry and able to control the risk that will occur. Therefore, it will be appropriate for those involved in the management of hot springs in Krabi province.