Relationship between culture and tourism potential of interpretative signs: Case study URT Thailand (edit)

The major growth in the tourism industry of Thailand?s southern provinces can be prioritized as Phuket, Kabri, and Surat Thani, respectively (Department of Tourism, 2013). Surat Thani is deemed as one of Thailand?s most desired destinations by tourists, however, the province still lacks the effective tourism management. This paper will investigate the potential of the tourism interpretive signs along the new main road from Suratthani Airport to Donsak Ferry Pier.The results from the first survey have found that some of the interpretive signs are unclear, lack the standard form, contain format uncertainty and improper size and location, as well as the absence of Surat Thani?s identity. Efficient interpretative signs should include the following 6 main points: 1) relevance to the intended audience; 2) having themes; 3) providing novel experiences and avoiding repetition; 4) having clear and organized structures; 5) facilitating visitor involvement and choice; and 6) respecting the audience. In order to analyze all of the tourism signs, the two traveling directions are chosen, namely, from Suratthani Airport to Talad Kaset 2 and from Talad Kaset 2 to Donsak Ferry Pier.The result of this paper will employ both suitable location signs and interpretative signs found in Surat Thani. Both Thai and foreign travelers and tourists will clearly understand each sign which will lead to their destinations. Finally, the study is aimed that excursionists will become tourists when they come across clearly displayed potential interpretative signs.