Tourist Attraction Strategy in Cultural and Historical Tourism Destination: A Case Study of Phnom Preah Reach Troap in Kandal Province, Cambodia

Abstract

The tourism sector is a vital industry that supports the global economy and is recognized by nations like Cambodia as a primary engine of national economic development. This research investigates the effectiveness of tourist attraction strategies at Phnom Preah Reach Troap (Oudong Mountain), a significant cultural and historical heritage site in Kandal Province. The primary objective is to identify key factors influencing tourist attractions and provide strategic recommendations for sustainable growth. Utilizing a quantitative research approach, data were collected through purposive sampling from 120 participants, including tourists, local entrepreneurs, and authorities. Data analysis was performed using SPSS 26, focusing on descriptive statistics and Pearson correlation analysis. The study examined six independent variables: infrastructure, safety and security, service quality, environmental factors, marketing, and event creation. Findings revealed significant positive correlations between all independent variables and the overall attraction strategy. Safety and security emerged as the most influential factor (r = .775), followed by marketing (r = .733) and event creation (r = .722). The research concludes that a holistic strategy integrating safety, infrastructure, and digital promotion is essential for enhancing the site’s competitiveness. Recommendations include prioritizing safety measures, improving physical infrastructure, and expanding digital marketing efforts.