Factors of Community Management Potential Affecting the Strength of OTOP Innovative Tourism Communities in Ongkharak Area, Nakhon Nayok, Thailand
Keywords:
OTOP Innovative Tourism Communities, community management potential, community strengthAbstract
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
References
Bushe, G. R. & Marshak, R. J. (2016). The Dialogic Mindset: Leading Emergent Change in a Complex World. Organization Development Journal, 34(1), 37-65.
Chanbancherd, S., & Puncreobutr, V. (2016). Using Business Model O2O for District Products: A Case Study of Uncle Pome’ Pounded Unripe Rice Products, Nakhon Nayok Province, Thailand. Food Industry eJournal, 5(54), 1-7.
Department of Community Development. (2018). Handbook of OTOP Tourism Community Management. Retrieved March 29, 2019. From https://www.oic.go.th/fileweb/cabinfocenter3/drawer051/general/data0000/00000042.pdf.
Dorado, S. (2005). Institutional Entrepreneurship, Partaking, and Convening. Organization Studies, 26(3), 385-414.
Garud, R., Hardy, C., & Maguire, S. (2007). Institutional Entrepreneurship as Embedded Agency: An Introduction to the Special Issue. Organization Studies, 28(7), 957-969.
Hemaphan, P. (2022). The Success of OTOP Tourism Villages: Process and Institutional Entrepreneurship. Journal of Community Development and Life Quality, 10(1), 22-34.
Hemaphan, P., & Mahakanjana, C. (2017). Determinants of Stakeholder Participation toward Sustainable Tourism Development: An Empirical Study of Active Beach Destinations in Thailand. Sripatum Review of Humanities and Social Sciences. 17(1), 103-114.
Jaihan, P., Nalao, A., & Kidkhamsuan, W. (2023). Management Guidelines of OTOP Inno-life Tourism for Strengthening Community in Nakhon Phanom Province. Journal of Social Science Panyapat, 5(2), 41-56.
Kongphanurak, O. (2020). Success Factors of OTOP Nawatwithi Tourism Communities Project in Klong Luang District, Pathum Thani Province. An Independent Study Submitted to Thammasat University for the Master of Political Science (Politics and Governments for Executive). Bangkok: Thammasat University.
Kunpluem, P. (2017). A Development of Knowledge Management Process for Local Wisdom: A Case Study of Eastern OTOP Groups. Journal of Politics, Administration and Law, 9(3), 273-295.
OTOP Tourism Community in Nakhon Ratchasima Province. NEU Academic and Research Journal, 9(2), 71-80.
Sanprasit, W. (2017). The Success Factors of OTOP. Journal of Information, 16(2), 147-158.
Sriayut, K., and Bunjoon, O. (2021). Participation of OTOP Tourism Community at Ban Ton Pho, Pathumthani Province for Sustainable Tourism. Journal of Humanities and Social Sciences Bansomdejchaopraya Rajabhat University, 15(2), 33-63
Thomton, P. H., Ocasio, W., Lounsbury, M. (2012). The institutional Logics Perspective: A New Approach to Culture, Structure and Process. UK: Oxford University Press.
Waentip, C. and Pilum, K. (2016). Factors Affecting the Success and Failure of OTOP Fabric and Clothing of Suwannaphum District, Roi-et Province. Journal of Politics and Governance, 6(1), 66-81.
Wannaosote, W. (2021). OTOP Nawatwithi Community-Based Tourism Management Model for Sustainable Community Development. Thesis for the Doctor of Philosophy (Management). Bangkok: Silpakorn University.
Wattanasan, P., & Puncreobutr, V. (2021). Conceptual Framework for Transferring Lessons
Learned from Work for The Development of Best Practices. Turkish Online Journal of Qualitative Inquiry, 12(7): 4848-4856.
Woravat, T., Kanaphum, S., & Kosonkittiumporn, S. (2019). Factors Affected the Strength of Nawatwithi OTOP Tourism Community in Nakhon Ratchasima Province. Northeastern University NEU Academic and Research Journal, 9(2), 71-80.
Wuttipipattanapong, P., Intamon, C., & Somsanhan, T. (2023). The Potential of Community-based Tourism under The OTOP Community Tourism Project: A Case Study of I-Sarn Local Culture-Oriented Tourism Village (Ban Sasom), Khong Chiam District, Ubon Ratchathani. Journal of Public Administration and Politics, 12(1), 41-63.
_______. (2019). Tourism Community OTOP Nawatwithi. Sripatum Chonburi Academic Journal. 16(12), 14-22.
