1. PREPARED BY M R. P HENG C HANTITTHYA D R. A UNG S OE H TET M S. K AMONWAN A PIRUJI M R. N GUYEN H OANG D UONG

2.  Executive Summary  Stakeholders Analysis  Problem Tree  Objective Tree  DMF  WBS  MS Project

3. As many rapid growth city, Luang Riep Hoi has faced various problems according to the numbers of tourists visiting the city at a time. Therefore, this project will focus on the tourism aspect as it tends to be the focal problem leading to other problems. The main concern in this respect is to improve the tourism image both at the local or national levels through a PR programme.

4. StakeholderStakeholder’s InterestStakeholder’s InterestPerceived ProblemPerceived ProblemResource and MandateResource and Mandate Tourists -Cleanness and proper interpreter on site -Good services and see proper maintenance at the site -Water shortage -Too often airplane accident -Town is dirty -No interpreter at site Willingness to pay for good services Community -Improve living standard -Open business and employment -Preserve local tradition -Need some tourists -No capital and Knowledge -Lack of infrastructure to access their area -Losing local tradition -Lack of access to health service -Too many tourists -Provide community-based tourism.Homestay.Traditional food.Traditional Events Owners of the hotels and Restaurants -More tourists -Improve infrastructure -Offer good service to attract tourists -Fewer tourists -Lack of capital to invest in their area -Limited capacity airport -Unqualified, insufficient staff -Tourists never come back -Capital Tour agencies-Improve tourism and tourists’ interests-Tourists never return-Provide better service and attract more tourists Department of municipal public work -Provide safety water sufficiently -Improve roads infrastructure -Insufficient fund -Dirty road and river -Unsafe water and water shortage -Bad road and infrastructure -Annual operation budget -Maintain and provide safety water and clean environment Ministry/Depto f Tourism - Promote the country and make great profit from tourism industry -Lack of resource & personnel - Cannot control the number of tourists -Preserve the monument -Make necessary policies - Allocate budget

5. StakeholderStakeholder’s InterestStakeholder’s InterestPerceived ProblemPerceived ProblemResource and MandateResource and Mandate Ministry/Deptof Tourism - Promote the country and make great profit from tourism industry -Lack of resource & personnel - Cannot control the number of tourists -Preserve the monument -Make necessary policies - Allocate budget Ministry of ICT-Provide the ads and information-Insufficient fund -lack of skillful and technical personal in Ads -Annual operation Budget - to uplift international images S TAKEHOLDER A NALYSIS (C ONT.)S TAKEHOLDER A NALYSIS (C ONT.)

6. Decreased economic growth Decreased national income Unsustainable tourism Fewer tourists through out the year & Poor national tourism image Tourist never come back Poor service Employ unqualified staffs Dirty town and resort Poor garbage mgt Lack of water & waste water treatment Poor infrastructure Lack of providing edequate maintenance No new facilities Limitation of attractions Tour agencies don't design new tours Tourism Dep't doesn't develop new potential attraction Lack of national PR program from cerntral gov't Lack of a coordinating board Lack of a tourism dev't master plan Lack of PR workshops Lack of an Ads of campaign

7. Increased economic growth Increased national income Sustainable Tourism More tourists through out the year & Improved national tourism image Tourists want to come back Good services Employ qualified staffs Clean town and resort Effective garbage mgt Good water & waste water treatment Good infrastructure Providing edequate maintena nce Establis h new facilities Rich of tourist attractions Tour agencies design new tours Tourism Dep't develop new potential attraction PR program is in place Organize a coordinating board Tourism developme nt master plan Organize PR workshops Advertisem ent campaign

8. D ESIGN AND M ONITORING F RAMEWORK Design Summary Performance Targets/Indicators Data Sources/ Means of verification Assumption (A) and Risk (R) Impact Sustainable tourism  Increased number of the returning tourists by 50%, from 1,000 – 15,000 tourists  Services quality meets international standard  Increased number of attractions (5 spots in 5 years)  Immigration department and Dep’t of Tourism  World Tourism Organization Report  Ministry/Department of tourism / WTO  (A): Good environment conditions (Facilities…)  (A): Better infrastructure to attract more tourists  (A): Better services for tourists  (R): Natural disaster  (R): Outbreak of communicable diseases  (R): Emerging competitors (other towns, countries) Outcome More tourists and improve national tourism image  Average monthly tourists increases from:. 1,000 – 2,000 (1 st year). 2,000 – 3,000 (2 nd year). 3,000 – 4,000 (3 rd year)  Top 3 ranking in ASEAN & Top 10 ranking in the world in 5 years as the top tourist destination  Department of tourism (arrival cards, tour agencies etc.)  Survey  World Tourism Organization Report  (A): Ministry of tourism ensures budget & staffs  (A): The board are willing to join whether or not they incentive  (A): Good cooperation among stakeholders  (A): Local community willing/ accept to do the project  Great number of applications & participations  (R): Unable to employ good consultants for advertisement campaign  (R): Not enough money (FDI, Private sector)

9. D ESIGN AND M ONITORING F RAMEWORK Design Summary Performance Targets/Indicators Data Sources/ Means of verification Assumption (A) and Risk (R) Outputs PR program is in place  5-year Master plan  Advertisement campaign (TV/Radio/ Website) in 1 St year of implementation of the master plan  10 training courses in the 1 st year  Establishment of the coordinating board  Ministry of Tourism / Department of tourism  Ministry of ICT  TV, Radio stations  Town government  Reports from the course conductors  Ministry of Tourism / Department of tourism Activities 1.Coordinating Board 1.1. Consult stakeholders & memebers list 1.2. Nominate member and board establishment 1.3. Set up rules & regulations - rights & responsibility 1.4. Ask for budget

10. D ESIGN AND M ONITORING F RAMEWORK Activities 2. Five-year Master plan 2.1. Set up a joint committee 2.2. Ask for budget 2.3. Draft of 1st Master plan 2.4. Consult all stakeholders & revise 2.5. Consult all stakeholder & finalize 3. Advertisement campaign 3.1. Ask for budget 3.2. Hire consultants 3.3. Set up target groups 3.4. Design theme for adverts 4. Organizing workshops 4.1. Finding needs 4.2. Designing workshops 4.3. Invite participants 4.4. Ask for budget 4.5. Run workshop 4.5.1. Workshop 1 4.5.2. Report WS 1 4.5.3. Workshop 2 4.5.4. Report WS 2 4.5.5. Workshop 3 4.5.6. Report WS 3

11. W ORK B REAKDOWN S TRUCTURE PR Program Coordinating Board Consult all the stakeholders > > List of member Set up rules & regulations rights & responsibilities of the board Ask for budget from central gov't Nominate members of the board 5-year Master Plan Ask for budget Set up the joint working committee Draft the first master plan (MOT) Consult all stakeholders & revise Consult & finalize the plan Ads Campaign Set up the target groups: Domestic, International Design the theme of the advertisement activities  Hidden charm/amazing Hire the consultants Ask for budget Workshops Find the training needs Design the workshops Ask for budget Invite participants Run the 3 workshops Report to the board $10,000; 1mth; MoT $500; 0.4mth; the board $4000; 1mth, the board 0.5 mth; Each involved stakeholder $500; 0.5 mth; Working committee $20,000; 1.67 mth; the board $3,000; 0.5 mth; Working committee $3,000; 1 mth; Working committee $500; 0.5 mth; MoT $10,000; 1 mth; MoICT $5,000; 3 mth; MoT $40000; 3 mth; MoT $2,000; 2 mth; MoT $3,000; 2 mth; MoT $1,000; 1 mth; MoT $100,000; 0.3 mth; MoT $3,000; 1.5 mth MoT $5000; 0.5 mth; Cordinating board $1000; 1 mth; MoT $14,500$31,500$55,500$20,000 $121,500