Lessons Learned from Developing R3A toward Implementing Tourism Policy for Thailand’s Upcoming Challenges: A Case Study on Private Car Tourism

Abstract

This paper investigates the benefit contributed by Route R3A in order to draw lesson learned for making tourism development strategy on route R3A and other significant routes. Methodology used in this study is qualitative analysis consisting of analysis of value chain and governments’ contribution from three countries along the route, namely China, Lao PDR, and Thailand. Data collection methods consist of field survey and key players’ in-depth interview. The study found that Chinese tour agencies could be a threat towards businesses on R3A tourism value chain, they can interfere tourism value chain, especially in Lao PDR. Therefore, to develop sustainable tourism on this route, Thailand must be considered to the Integration of key players in the chain, Value enhancement in tourism chain and finally protecting of domestic stakeholder.