Factors of Community Management Potential Affecting the Strength of OTOP Innovative Tourism Communities in Ongkharak Area, Nakhon Nayok, Thailand


  • Somjate Waiyakarn Faculty of Education, St Teresa International University, Thailand
  • Ubon Dhanesschaiyakupta Faculty of Humanities and Social Sciences, St Teresa International University, Thailand
  • Chanida Muangkaew Faculty of Education, St Teresa International University, Thailand
  • Warairat Sompong Faculty of Business Administration, St Teresa International University, Thailand
  • Kingkeaw Sangpaew Faculty of Nursing, St Teresa International University, Thailand


OTOP Innovative Tourism Communities, community management potential, community strength


This research is a case study with the aim to investigate factors of community management potential affecting the strength of OTOP Innovative Tourism Communities in the Ongkharak district area, Nakhon Nayok, Thailand. This research is quantitative, conducted on people living in the main tourist attraction area that is the must-see “Khlong 15 tree market”. Two communities were selected, namely Community A and Community B in Ongkharak district, Nakhon Nayok, with a sample group of 377 people selected using simple random sampling. The data collection instrument was a questionnaire developed by the researcher. Statistics used in the research were mean, S.D., and multiple regression analysis. Results of the study found that 1) the community management potential of OTOP innovative tourism communities in the Ongkharak area, both overall and according to all 7 aspects, were at a high level 2) the overall strength of the community that had been assessed as a tourism community was higher than those that had been developed but not yet assessed and classified 3) 3 out of 8 factors had a significant effect on community strength of OTOP innovative tourism communities in the Ongkharak area, Nakhon Nayok, Thailand. Cooperation networks with private sector organizations (X6), public mind of people in the community (X3) and public relations of the community (X7) together had a positive effect on community strength (Y) of the OTOP innovative tourism communities, statistically significant at the .01 level


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