Tourism in Siem Reap-Angkor is the most popular in Cambodia comparing to other cities and provinces. It is a green industry that generate a lot of income without pollution that stands as the top three industries. It can accommodate all local and international tourist, businessman and government officials during travel and work. Yet, the industry cannot to serve all client well and also the industry itself is not fully grown to generate a best income for Cambodian people or there are complains for bad practice.
The government, particularly Ministry of Tourism(MoT) and Council for the Development of Cambodia(CDC), are the key players in promoting tourism in Siem Reap by establishing and conduct a strategic plan as part of the country’s current National Strategic Development Plan(NSDP) and tourism development plans. One methodology that can be used is to establish the strategic plan is to identify the Strength, Weakness, Opportunity and Threat of inner and outer environments of Siem Reap-Angkor. There are two key ideas to improve this industry concerning to international policy regarding tourism and internal policy enduring qualified of tourism service provisioning of Siem Reap-Angkor as well as other related services like hotels and security in the region. Likewise, the government has to enhance the tourist attraction and business environment. With the benefit of the Siem Reap’s possessing historical and cultural heritage, tropical green climate, landscape, mangrove, Tonle Sap River and rare animals, the government is having a competitive and differential advantage to other countries in the region and other part of the world to promotion. It is seen that Siem Reap population is consuming low wage salary, thus it is a good destination for businessmen or entrepreneur from the globe. Educating local people and foreigners abroad about the core value of Siem Reap-Angkor will help improve and maintain the awareness and admiration for it. Moreover, to attract more hesitating-visitor to experience Siem Reap, government has to apply and keep cooperation with international ally on tourism. Moreover, reinforcing the tourism products’ quality and hygiene are parts of the customer satisfaction. Another step to accomplish is to build a good infrastructure and facilities that are attached to the tourism industry and public facilities. Add more variety of entertainments such as music gallery, traditional market and mall, and restaurant of various taste and hygiene would encourage more visitors to keep staying and returning. Eliminate the corruption in servicing of all parties and warmly welcome visitors to build long last the impression. Tour guide and local community are also important to be responsible for hospitalizing the visitors.
Thus, application of a sustainable and flexible strategic development plan will not leave the hotel vacant, nor the people to be jobless in Siem Reap-Angkor. Instead, the effective encouragement from the government will keep the industry in Siem Reap-Angkor growing prosperously and remains low side effect to the public and environment. And many people in Siem Reap-Angkor and the nation can gain more income from the industry and enjoy the good welfare. But more importantly, more benefit is possible only with innovation and good hospitality of the tourism products and services, as well as keeping promotion on Siem Reap-Angkor.
Keywords: Tourism industry, Strategic planning, Sustainability, Hospitality, Competitive Advantage, Differential Advantage, Value Chain Analysis, Siem Reap, Angkor, Cambodia
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