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GUIDELINES FOR IMPROVING THE ACHIEVEMENT OF SUSTAINABLE OTOP INNO-LIFE TOURISM COMMUNITY ENTERPRISES: EVIDENCE FROM THE LOWER NORTHEASTERN REGION OF THAILAND |
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| รหัสดีโอไอ | |
| Creator | Saranya SUTHIVORAPONGSRI |
| Title | GUIDELINES FOR IMPROVING THE ACHIEVEMENT OF SUSTAINABLE OTOP INNO-LIFE TOURISM COMMUNITY ENTERPRISES: EVIDENCE FROM THE LOWER NORTHEASTERN REGION OF THAILAND |
| Contributor | Jetsarit ANGSUKANCHANAKUL, Samniang MANEECHAI |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2566 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 6 |
| Journal No. | 1 |
| Page no. | 130-140 |
| Keyword | OTOP Inno-Life Tourism Community Enterprises, Tourism Community, Tourist Attraction, Product and Service, Marketing Promotion |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/265258 |
| ISSN | 2730-3683 |
| Abstract | The objectives of this research article are to identify factors that influence the achievement of sustainable OTOP inno-life tourism community enterprises and to offer the approaches in improving the achievement of sustainable OTOP inno-life tourism community enterprises. The quantitative data were collected from 300 members of community enterprises in the lower northeastern region of Thailand. In addition, 16 in-depth interviews were conducted with the group leaders of community enterprises and the district development officers. The results indicate that the achievement of sustainable OTOP inno-life tourism community enterprises in the mentioned area are at a high level. The factors influencing the achievement of sustainable OTOP inno-life tourism community enterprises include development of tourism communities, development of tourist attractions, development of products and services, and marketing promotion. Therefore, in improving the achievement of sustainable OTOP inno-life tourism community enterprises, all four factors need to be interconnected. The main goal is to create a community market to attract visitors, which, in turn, generates employment, increases income, and strengthens the grassroots economy. Nevertheless, entrepreneurs must receive vocational training to produce quality products and services. |
