The Role of Local Communities in Tourism Areas and Its Relationship with the Promotion of Tourism Business in Rayong Province

Abstract

The objectives of this research were to: (1) examine the level of tourism business opportunity creation, including tourist confidence, conservation of tourist attractions, preparedness planning, and personnel capacity development; (2) investigate the level of challenges and obstacles in the same dimensions; (3) explore the level of tourism business promotion in terms of tourist confidence, conservation efforts, preparedness planning, and human resource development; and (4) study the levels and directional relationships between opportunity creation, obstacles, and tourism business promotion in the Eastern region. The sample consisted of 400 residents from the Eastern region of Thailand. Data were analyzed using both descriptive statistics—mean and standard deviation—and inferential statistics, including t-test, ANOVA, and Pearson’s correlation coefficient.

The research findings indicated that opportunity creation was positively and significantly correlated with the promotion of tourism business in Rayong Province at the 0.05 level, supporting the research hypothesis. Similarly, challenges and obstacles

            were also found to have a statistically significant positive correlation with tourism business promotion in Rayong Province at the 0.05 level, aligning with the hypothesis.