SUCCESS MANAGEMENT OF OTOP NAWATWITHI COMMUNITY-BASED TOURISM : A CASE STUDY OF BAN MUEANG RUANG, MAE KON SUBDISTRICT, MUEANG CHIANG RAI DISTRICT, CHIANG RAI PROVINCE
DOI:
https://doi.org/10.64186/jsp2693%20Keywords:
Success , Community-Based Tourism , OTOP Nawatwithi , POLC ManagementAbstract
This research aimed to (1) examine the success level of the OTOP Nawatwithi community-based tourism in Ban Mueang Ruang, Mae Kon Subdistrict, using the POLC management framework, and (2) compare the opinions of stakeholders -including local residents, learning households, community tourism committee members, and community development officers -regarding the success of community-based tourism management. The study employed a quantitative research design with a sample of 123 participants selected through simple random sampling based on Krejcie and Morgan’s table. The research instrument was a questionnaire, and the data was analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (t-test).
The results revealed that (1) the overall success level of the OTOP Nawatwithi community-based tourism in Ban Mueang Ruang was found to be at a very high level under the POLC management framework. The Leading component achieved the highest success level, followed by Controlling, Organizing, and Planning, respectively. (2) There were no statistically significant differences among the opinions of the stakeholder groups, indicating a shared understanding and consistent perception of development direction among all parties involved. In addition, technology plays a crucial role in communication, public relations, and internal community management. Policy and Practical Implications: Government agencies and relevant organizations should strengthen community leadership capacity, promote the development of long-term strategic tourism plans, and provide training in digital technology to enhance management efficiency and ensure sustainable community-based tourism
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