Communication factors and community management towards sustainable tourism
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2019
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2562
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eng
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application/pdf
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339 leaves
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b208135
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ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
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National Institute of Development Administration. Library and Information Center
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Chatchawee Kongdee (2019). Communication factors and community management towards sustainable tourism. Retrieved from: https://repository.nida.ac.th/handle/662723737/6392.
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Communication factors and community management towards sustainable tourism
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Abstract
The research aims to 1) explore tourism communication factors, community tourism management, and sustainable tourism, including other related factors in the community of Lanta Island in Krabi Province, and Yao Noi Island in Phang-nga Province, 2) study the direct and indirect effect of the tourism communication factors and community-based tourism management, including other found factors, on sustainable tourism of the communities of Lanta Island, Krabi Province , and Yao Noi Island, Phangnga Province, and 3) develop and test the congruence of the measurement model and the structural equation model of tourism communication factors and community tourism management with empirical data. The research used mixed methods and divided the research procedure into 3 stages: the first stage by the qualitative method through 1) documentary analysis, 2) in-depth interview by semi-structured interview guide with 14 representatives of all concerned sectors, both within and outside the communities. The second stage was conducted by quantitative method with survey questionnaires collected from leaders of community-based tourism networks, community leaders, tourism entrepreneurs, officials of local administrative organization and regional governmental offices, representatives of educational and private sectors, and local people, totally 519 samples: 259 of Lanta Island, Krabi Province, and 260 of Yao Noi Island, Phang-nga Province. Data were analyzed by descriptive and inferential statistics, including the analysis of structural equation model SEM). The last stage was the qualitative method by a focus group interview on the constructed model with government, private, and educational sectors, including community and tourism network leaders in the potential area in the south. The constructed model was further examined and verified by the experts for additional advice to improve the model to be more complete. From the study, it was found that in the first stage, an additional issue or factor, namely responsible tourism, was obtained from the in-depth interview. Responsible tourism was thus included in the study as a latent variable, with four observed variables 1) decreased economic, environmental, and social impact, 2) increased income and bettered quality of life of host communities, 3) increased decision-making power, and 4) participation in conserving natural and cultural heritage. The collected data was developed to be a research instrument for data collection in the second stage, which was quantitative research. The study found that the measurement model of tourism communication factors, community tourism management, and responsible tourism affect sustainable tourism of both communities with all latent variables is congruent with empirical data since all observed variables are at the 0.01 statistically significant level. Besides, the structural equation model of tourism communication factors and community tourism management towards sustainable tourism of both communities is congruent with the empirical data as hypothesized, since more than three indices pass the determined criteria. In this study, six indices pass the determined criteria as follow: (1) RMR = 0.041 (≤ 0.05) (2) NFI = 0.93 (≥ 0.90) (3) NNFI = 0.90 (≥ 0.90) (4) CFI = 0.93 (≥ 0.90) (5) IFI = 0.93 (≥ 0.90) and (6) RFI = 0.90 (≥ 0.90). Furthermore, from the analysis of effect size or Path coefficients of all latent variables in the structural equation model, it was found that tourism communication factors (COMMUNICATION) have a positive direct effect on responsible tourism (RESPONSIBILITY) and community tourism management (LOCALITY). However, tourism communication factors (COMMUNICATION) have a negative direct effect on sustainable tourism (SUSTAINABILITY) while both responsible tourism (RESPONSIBILITY) and community tourism management (LOCALITY) have a positive direct effect on sustainable tourism (SUSTAINABILITY). From the analysis of total effect, it is apparent that the operation of the structural equation model of tourism communication factors and sustainable community tourism management is related to all variables in sequence. Specifically, to lead a community towards sustainable tourism, it has to start with tourism communication factors in combination with responsible and community tourism management. After the examination of “the constructed structural equation model of tourism communication factors and sustainable community tourism management” by scholars and experts from all sectors: government, private, and public to confirm the model, it was recommended that another tourism communication factor should be added in the model, namely a concern about social and cultural context in tourism communication. In addition, four issues of integrated marketing communication were recommended: 1) to make an understanding of target customers, 2) to create interestedness by innovative marketing communication, 3) to create body of knowledge related with tourism, and 4) to create points of differences and parity into tourism, to make the model clearer and cover various dimensions for further uses.
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Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2019