The Management Effectiveness of Nawatwithi OTOP Tourism Community in Mueang District Area Sakon Nakhon Province The Management Effectiveness of Nawatwithi OTOP Tourism Community in Mueang District Area Sakon Nakhon Province

Abstract

OTOP Nawatwithi is the name of a tourism community project aimed at driving national development according to the Thai Popular Sustainable Project, with the goal of generating income, prosperity, and economic strength through collaboration between the private and public sectors. This research aimed to 1) study the effectiveness of tourism community management and 2) to compare the effectiveness of management in the Nawatwithi OTOP Tourism Community in Mueang District, Sakon Nakhon Province, classified according to community characteristics. The research employed a survey approach, using a questionnaire distributed to 54 community leaders in Sakon Nakhon Province. The statistical tools used in the analysis included mean, standard deviation, t-test, and one-way analysis of variance. When differences were found, pairwise testing was performed using the LSD method.

The results of this research revealed that: 1) The community was overall effective in managing the OTOP Nawatwithi tourism community at a high level. When considering each aspect, it was found that the management of the tourism community was most effective in terms of adaptation, followed by efficiency, production, and development, all of which were rated at a high level, while satisfaction was rated at a moderate level. 2) When comparing the effectiveness of management in OTOP Innovative Community Tourism, classified by community type, it was found that the effectiveness of management varied according to the type of OTOP Innovative Community Tourism. Differences in the aspect of adaptation were statistically significant at the .05 level, supporting the hypothesis.