THE CAUSAL MODEL DEVELOPMENT OF FACTORS AFFECTING LOCALISM MEDIATING TOWARDPUBLIC PARTICIPATION IN ​CULTURAL HERITAGE TOURISMAROUND SI-THEP ANCIENT, PHETCHABUN PROVINCE

Abstract

Built on a review of relevant theories and literatures for the study employed a quantitative research method and the infinity to collect the field data in five communities are surrounding the Si- thep ancient including Ban Lak Muang community, Si-Thep Noi community, Bung Na Chan community, Natakudpattana community, and Sa Prue community. The sample size was determined by probability sample techniques of Quota sample and utilized questionnaire were distributed to 510 household by simple random sampling using lottery method conducted from of house numbers list. From 510 questionnaires has eight questionnaires removed due to incomplete information, resulting in 502 usable. The responses were then analyzed with descriptive and inferential methods including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM).

The result of the analysis demonstrated that the local’s perception on overall of the five focal constructs of the study was in a HIGH level, except only public participation in cultural heritage tourism was in a MODERATE level. In addition, a series of confirmatory factor analysis was performed to gauge the hypothesized model. The study results indicate that tourism knowledge, and local government policy have a direct effect on localism, while tourism impact awareness, and local government policy have a direct effect on public participation in cultural heritage tourism. However, when interacting with localism, tourism knowledge, and local government policy has much stronger indirect effects than direct effect on public participation in cultural heritage tourism. The structural model developed from the analysis was confirmed by good model fit indices: χ2/df= 1.521, P-value =0.000, GFI=0.910, AGFI=0.894, CFI=0.952, RMSEA=0.039, RMR=0.060, HOELTER = 411 demonstrating that the model fits the data with a perception ability to explain 66% of variance in public participation in cultural heritage tourism.

In conclusion, the finding emphasizes the essential roles of Localism in generating favorable outcomes for the local community’s public participation. So Localism in the form of sense of place and community attachment are found to be one of the most compelling antecedents; thus local government should consider Localism as a mandatory that improve local pride and awareness in the community cultural value such as way of live, tradition, dialect, clothes, and local food. Then, fulfillment in the local community’ tourism skills, knowledge and ability, which in turn, boost the local community’ positive on public participation in cultural heritage tourism. Further research is needed to re-examine factors affecting and might be having other factors’ effect toward public participation in cultural tourism heritage in different communities.

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